NEW YORK—USA Rice, the national advocacy group for all segments of the U.S. rice industry, has selected Publicis Consultants|PR to manage its annual consumer recipe contest and related communications to highlight the versatility and convenience of rice.
Publicis Consultants developed the contest theme “Rev Up Your Rice!” to position these benefits within the context of the current trend toward intensely flavourful foods.
“Our annual contest for home cooks provides us with an abundance of creative, contemporary recipes that show the versatility of rice, along with insight on how consumers are pairing rice with new ingredients,” says Anne Banville, vice president of domestic promotion for USA Rice. “Publicis Consultants’ culinary and communications expertise will ensure that the contest will reach its full potential.”
The project leverages the firm’s in-house culinary center, which regularly manages recipe contests for both commodity and branded food clients.