Tilda has announced it is to scale up its brand investment with its biggest ever campaign, Live Like You Mean It.
Designed to drive awareness, “bring in shoppers and fuel growth across the premium rice category,” it marks an exciting new chapter for the heritage brand, it said.
Set to increase visibility in and out of store, Live Like You Mean It celebrates the role food plays in bringing people together, championing the idea that every meal deserves a bit more care, quality and flavour.
With a bold new look and feel, the creative introduces a more modern, playful side to the brand, while staying true to its roots in quality and care. Through emotive storytelling, relatable humour and delicious food, it “shows how Tilda can turn everyday meals into something a little more special.”
Rolling out nationwide from tomorrow (1 April), the campaign will run across TV, including hero spots across the popular Married at First Sight Australia series and Gogglebox, alongside VoD, YouTube, radio and podcasts.
This includes a bespoke partnership with Capital and Capital Xtra, as well as spots on Alan Carr’s Bottom’s Up and The Romesh Raganathan Show. Altogether, the campaign is expected to reach 65% of UK adults, helping keep Tilda front-of-mind across key mealtimes.
Anna Beheshti, head of marketing at Tilda, said: “Live Like You Mean It is all about celebrating food as one of the best ways to show you care. It puts Tilda at the heart of the table, showing how the right ingredients can elevate everyday meals and create memorable moments for all.
“People already know us as a trusted staple across all sorts of cuisines. This campaign 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.
“By investing in the brand at scale, we’re making sure Tilda tops shoppers’ lists, while helping retailers tap into growing demand for versatile, high-quality ingredients that elevate everyday meals.”
No comments yet