Cauli Rice is launching its first ever television and digital advertising campaign from April 2017, following a call-out on its social media platforms to find real people who love the brand and could showcase how they use it as a smart kitchen ingredient.
The innovative independent British company drew inspiration from some of the 340,000 people who already enjoy Cauli Rice as a key ingredient in their home recipes. The new campaign, which will roll out nationwide on ITV and across digital platforms, brings the everyday use of the product to life and features London fitness and food bloggers Hannah and Emily of Twice the Health (@TwiceTheHealth), Mindful Chef healthy recipe kits founder Myles Hopper (@MindfulChefUK) and foodie Katherine Brook (@HealthyKBBakes), who all responded to the social media call-out.
The fastest growing brand in the rice category, Cauli Rice is simply ‘riced’ whole cauliflower, which stays fresh in the pouch for up to 12 months with absolutely no preservatives. It is designed to be an easy-to-use ingredient and cooks perfectly in a pan or in the microwave in just two and a half minutes.
The new advertising campaign was created to help support the brand’s sales across Tesco, Asda, Morrison’s, Ocado, Sainsbury’s, Waitrose and Whole Foods Market stores nationwide.
Each advert showcases a quick and easy recipe using Cauli Rice as a key component, such as blogging duo Twice The Health’s Cauli Rice Chilli Con Carne, which the pair enjoy to support their fitness regime and healthy lifestyle. The campaign is designed to inspire viewers with busy modern lifestyles to still get creative in the kitchen with convenient and nutritious meal solutions, as well as exhibit the enormous versatility of the product.
Cauli Rice has up to 75 per cent fewer calories than traditional rice, counts as one of the five-a-day quota and is low-GI (Glycaemic Index). However, despite being naturally low in carbohydrates, Cauli Rice is still a satisfying staple and provides a filling and delicious meal solution for those who are looking to get in shape or embrace a balanced lifestyle.
The three-strong advert series can be viewed on Cauli Rice’s YouTube channel here and the story can be followed on the brand’s social media platforms.