VEETEE - Ready to heat rice
Veetee make microwaveable rice that is ready in 2 minutes. Aimed at people who want to feel they are at least trying to cook healthy meals this campaign aimed to give them some ideas and options.
We produced an OOH and national press campaign followed up with a recipe book, in-store promotions, shopper campaigns, competitions and we even branded up the lorries. There’s even a seasonal 6 sheet campaign that dabbled with early digital executions.
The recipe book
This was a USG book of Veeteee rice recipes entered by consumers as part of a promotion to win various prizes including a holiday.
We tested, re-wrote and shot all the recipes, all of which were very tasty, and the books went down as well as the product.