Premium rice brand Tilda is launching a new brand platform, ‘Like Like You Mean It’, created by the creative brand reset co., isobel. The platform debuts with a bold 360 campaign, alongside a colourful new look and feel, designed to give fresh emotional energy to the brand.
Rooted in the belief that food is one of the most meaningful ways people show they care, ‘Live Live You Mean It’ puts Tilda at the heart of everyday moments that matter. It marks a confident new chapter for the brand, bringing a fresh energy to the category while staying true to its premium quality, multi-cultural roots and its belief in cooking with care.
At the centre of the launch is a hero film telling the story of a father and daughter cooking together in their kitchen. As they prepare a meal, family photographs dotted around the room from years gone by begin to come to life, singing along to a bespoke upbeat garage track about how the pair cook with all they’ve got. It’s a joyful celebration of love, heritage and connection through food.
As the dish is served, the film resolves with the real family sitting down together, while a photograph of the family’s pet dog declares: ‘This ain’t no cheese on toast!’ The campaign closes with Tilda’s new brand line: “Live Like You Mean It.”
Supporting the launch film is a new bold, colourful look and feel for Tilda, designed to touch every part of the business. The work will run across TV, VOD, social, print, POS, podcast partnerships and online.
Ben Stump, Executive Creative Director at isobel, says: “Tilda have always held themselves to the highest standards. They take no shortcuts. They use only the finest grains and reject any that don’t make the grade. So Tilda has never been just about rice. Tilda stands for giving a damn. For living like you mean it. Helping them to update the brand to reflect this has been an absolute joy.”
Anna Beheshti, Head of Marketing at Tilda, says: “People already know us as a trusted staple across all sorts of cuisines. ‘Live Like You Mean It’, builds on that, helping us connect with shoppers on a more emotional level and making the brand feel even more relevant for the next generation of foodies.”
Media was planned by Goodstuff.
