How do you make rice the star of the dish?

Dainty’s brand equity had eroded over time with the expansion of offerings from global competitors, the rising popularity of private label brands and their own lack of marketing. A total brand revitalization was required that was current but spoke to the brand’s heritage and generous product line. We needed to increase brand awareness and create engagement.

A consistent language and contemporary brand expression were developed. Packaging was re-launched with a modern, premium and on-trend design system that nodded to Dainty’s history and product origins.

We established Dainty’s social presence – from content strategy and creation to community management. Finally, the revamped brand was rolled out with in-store POS, social campaigns and a PR/influencer campaign.

No longer a forgotten side dish, Dainty brand rice is now the star of the plate. The social campaign launch generated user engagement levels much higher than industry norms. The PR and influencer campaign delivered almost 6-million total impressions with earned media coverage in trade and consumer press across Canada.