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Tilda has always been a reassuring brand, offering quality with convenience in people's everyday busy lives. They are authentic rice experts with a hint of foodiness for the "food fanatics".

Their new Rizazz microwaveable rice range aimed to bring sophistication to a convenience-oriented category. It delivers on quality, especially texture, but it only takes two minutes in the microwave.

This print campaign, featured in high-end food magazines, used familiar visual packaging language to frame the story of how the rice is grown with all the right authenticity cues for all the foodies out there. Then grounding it with the payoff "Microwave on high for 2 minutes" to answer the lifestyle needs of its mainly time-poor audience.