Tilda, the No.1 brand in Total Rice in volume, has expanded its product range with a new collection of ‘Tilda Tasty Sides’. The products are being launched via a new film campaign, created by independent creative agency isobel.
The ready to heat packs of vegetables & pulses in rich sauces come in 4 variants: Mexican Fajita, Indian Black Dhal, Thai Green Curry and Chinese Black bean.
The idea behind the campaign plays on Tilda’s fame as a well-loved rice brand, and simple human dilemma – which goes with which? Does the rice go with the new Tasty Sides, or do Tasty Sides go with the rice?
isobel has created two films, that are currently live across digital and social platforms. More executions will also roll-out across the coming weeks.
The campaign was written by Tom Dyson and Lance Boreham, and the films were produced through isobel’s in-house production unit, igor creations, and directed by Rob Fletcher.
Anna Beheshti, head of marketing for Tilda, states: “We’re really excited about launching our new Tasty Sides range. We’ve put a lot of effort into ensuring our Tasty Sides are as delicious as our rice products. They both marry beautifully to create a perfect complete meal solution for lunch or dinner. Two sides for one meal, yes! We’re very proud of this innovation offering the perfect mealtime combination for those looking for easy nutritious meals.”
Lisa Roscoe, head of account management and Tilda business lead at isobel, states: “Tilda is already so well-loved for its rice and now with their tasty sides they offer the ultimate combo. But do the sides go with the rice, or does the rice go with the sides? Our campaign explores just that. It’s been a lot of fun and we’re excited to be part of Tilda’s journey as they expand their product range”.
