Tilda rice //

Tilda is expensive. But it’s expensive for a reason. It’s simply much better than bog-standard supermarket rice. The problem was getting people to care enough about quality to pay more for it.

So instead of finding a new message for Tilda, we helped them stand for something instead: Standards. Tilda means you care. It means taking no shortcuts. Doing things properly. Tilda is for people who Live Like You Mean It.

And it wasn’t just a comms campaign. It became a belief for the whole business to get behind. It’s changed how Tilda talks and behaves on social. How it shows up in store. Even how the Tilda team feel when they show up to work. A bold new brand idea that turned a premium rice brand into a brand for people who give a damn about the good things in life.