JWT London scoops Tilda creative account

Tilda: appointed JWT London
Tilda: appointed JWT London

JWT London has picked up the advertising account for the rice brand Tilda. The business was most recently handled by its sister WPP agency Ogilvy & Mather. However, Tilda started talks with other shops in November last year.

O&M created a 2009 ad campaign that promoted the brand’s microwaveable basmati rice. The 30-second TV spot featured a mother explaining how her son had brought shame on the family by using Tilda’s products and ended with the line: "Perfect basmati rice in two minutes. Sorry, Mum."

Tilda has also worked with Lowe Mumbai on a TV and cinema campaign that was shot in the style of a Bollywood epic and ran in 2008.

The brand launched in the UK in the 70s selling basmati rice to target the immigrant Asian population but has subsequently broadened its advertising and product range with the corresponding growth in popularity of Indian and other exotic food.  

According to Mintel data, in 2010, Tilda’s share of the UK rice market was 12 per cent with sales of £48 million. This made it the second-biggest rice brand behind Uncle Ben’s, which has a 33 per cent share.

Tilda is aiming to increase its popularity with a new range of rice and vegetable products designed to appeal to children.

No-one at JWT London was available for comment on the appointment.

0
SHARES
Comment

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners

3 great ads I had nothing to do with: Robert Campbell

3 great ads I had nothing to do with: Robert Campbell

3 great ads I had nothing to do with: Brian Cooper

3 great ads I had nothing to do with: Brian Cooper

3 great ads I had nothing to do with: Catherine Kehoe

3 great ads I had nothing to do with: Catherine Kehoe

A day in the life of Jozef Wallis

A day in the life of Jozef Wallis

A day in the life of Arthur Kay

A day in the life of Arthur Kay

A day in the life of Daniel Kaplansky

A day in the life of Daniel Kaplansky