Making meals good for you and great for the earth with Planet Rice
Planet Rice, a vertically-integrated premium rice brand, partnered with Noble West to increase brand affinity and trial a line of products in Northern California. By honing in on target audiences using a variety of angles, the campaign achieved over 13MM impressions, a 47% increase in organic Instagram following, and a 64% increase in Q3 store locations, paving the way for nationwide expansion in 2023.
Challenge
Planet Rice is a vertically-integrated, premium rice brand that grows, mills, sprouts, and packages every kernel of rice themselves. Their process positively impacts the climate through soil care, intentional water use and carbon reduction, while also supporting nutrition and sustainability efforts for their consumers. Noble West was tasked with increasing brand affinity and driving trial in line with the brand’s launch in Northern California stores.
Solution
After completing quantitative consumer research, we defined the target audience user profile as precisely as possible from a variety of angles including demographics, affinities, behavior and product availability. Our messaging framework and creative strategy cultivated a campaign platform for Planet Rice that would uniquely communicate core benefits and resonate with our target audience. By honing in on key target audiences, the campaign effectiveness was maximized against a finite group most likely to trial, repeat and advocate for Planet Rice.
Results
13MM
Impressions
+47%
Organic Following
4.89%
Engagement Rate
64%
Store Increase
235
stores in CA
10x
Engagement Rate
Awards
-
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