New Ad Series Encourages Foodservice Audience to 'Rediscover Rice'

Feb 13, 2017
Rediscover rice!
ARLINGTON, VA -- This January, USA Rice launched its new foodservice marketing campaign to reach chefs and foodservice professionals as they read up on trends and search for new menu ideas.  Both print and digital ads will appear regularly throughout the year in two leading foodservice publications, Restaurant Business and Flavor & the Menu.

“We selected these two magazines because they are a source of menu inspiration and foodservice trends for readers looking to be innovative in the culinary space,” said John Hasbrook, USA Rice Foodservice Subcommittee Chairman.  “Together these publications reach nearly 120,000 foodservice operators and 88 percent of their readers are the operational decision-makers.”

The theme of the USA Rice ad series is ‘Rediscover Rice’ which aims to inspire foodservice operators to see the many menu applications of rice, from breakfast to entrees and everything in between.  The ads highlight the versatility of rice with appetizing food photography, on-trend rice recipes, and encourage viewers to visit for recipes and information about U.S.-grown rice.

“The foodservice operator research we conducted last year showed us that while rice is a popular ingredient on menus, it’s not top of mind with operators when it comes to recipe innovation, so we’re looking to change that,” said Hasbrook.  “The new ads are fresh and eye-catching and we’re hoping the clever emphasis of the word ‘rice’ in the word ‘rediscover’ will leave a lasting impression on viewers and inspire them to explore the many menu possibilities rice has to offer.”

The first third-page ad was printed in the January/February issue of Flavor & the Menu magazine as well as the January issue of Restaurant Business magazine.  A digital ad will appear in the February edition of Restaurant Business' Recipedia e-newsletter which generates more than 27,000 foodservice operator impressions.