Shot #148: Your bag of rice could contain a winning grain | Marketing Shots
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Hello, awesome marketers and founders.
This is Luv, and here’s your Marketing Shot :)
(Delivered every Tuesday)
💡 Your bag of rice could contain a winning grain
Ecuador’s favourite rice brand, Arroz Super Extra, brought a fresh twist to traditional marketing campaigns with their super fun El Grano Extra campaign!
Inspired by Willy Wonka’s famous golden ticket, this clever idea had everyone digging through their rice bags in search of hidden treasures. How cool is that?
The brand announced it was giving away incredible prizes: airline tickets, cruises, a trip to the Galapagos, smartphones, laptops, you name it.
But here’s the twist. To win, you had to find one of 20 special grains of rice, each hand-painted by Sri Lankan micro-artist Daya using vegetable-based paint.
These tiny grains were hidden inside bags of rice, boldly declaring, “Your bag of rice could contain a winning grain.” And to make it even more exciting, Arroz Super Extra rolled out a series of hilarious TV commercials.
The campaign wasn’t limited to just TV.
Social media platforms lit up with influencers sharing their experiences, fuelling the hunt and making El Grano Extra a nationwide obsession.
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📋 In case you missed previous Marketing Shots
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That's a wrap for today!
Thanks,
Luv
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