Tilda launches new ‘Tildalicious’ advertising campaign

Leading British rice brand Tilda® will unveil its biggest ad campaign in its 45-year history, as part of a significant investment in the company.

As the UK’s number one Basmati brand*, Tilda’s campaign proudly celebrates its role at the heart of kitchens up and down the country. Inspired by the unique ability food gives people to explore cultures, the new ‘Tildalicious’ campaign is encouraging everyone – chefs included – to seek out, celebrate and discover the endless culinary possibilities that start with rice.

The new TV creative, scheduled to air nationally from Saturday 20th October 2018, is a vibrant celebration of British food culture. ‘Tildalicious’ brings to life the culinary journey of different Tilda rice grains through the hands of real-life home chefs and foodies from all over the world, via their UK kitchens. Through this journey, cultures combine, as well as new cooking techniques and flavours shared.  Along with the succession of close-ups of dishes from around the world, the word ‘Delicious’ is displayed in global languages.

Talking about the £1.5m campaign, Annette Coggins, Head of Tilda Foodservice comments: “This autumn sees our biggest brand campaign yet, which celebrates Tilda’s natural positioning at the heart of food cultures and communities. No other food or brand spans as many global cuisines or kitchens as Tilda and we want to share our story and the journey our grains take. ‘Tildalicious’ is a voyage of discovery; fourteen different dishes from around the world are featured from Jollof to Middle Eastern rice salad.”

The TV ad will run from 20th October until the end of November 2018 and in the coming months Tilda Foodservice will be launching a series of recipes, activities and chef events in celebration of ‘Tildalicious’.