LONDON, UK – USA Rice is taking to the road in partnership with local UK brand Peacock Premium, delivering U.S. long grain rice to customers throughout the nation from a customized 10-ton truck.
Over the next three years, the truck, branded with eye-catching Peacock graphics, is scheduled to travel the length and breadth of England, Wales, and Scotland – at least 30,000 miles a year being seen by more than 12 million people.
“We’re delighted with the way this project has turned out,” said Piers Stevens, commercial director of S and B Herba Foods, the company that owns the Peacock Brand. “It’s a permanent advertisement and a great way of promoting our top-quality brand.”
“It’s the first time we’ve supported a branded truck with our logo in the UK, and with a premium brand such as Peacock, it’s a perfect partnership,” said Eszter Somogyi, USA Rice director, Europe, Middle East and Africa. “The graphics are bright and vibrant, and fully represent the consistent quality attributes of U.S. rice appreciated by our customers. The truck will be a moving advertising billboard for years to come.”