A Chef’s Touch – RiceSelect




Rice rarely gets the opportunity to play a starring role at dinner time. We aimed to change the conversation with RiceSelect and give their premium rice its time to shine. But how do you get people truly excited about rice, and inspire the next generation of home chefs? You partner with one of the culinary world’s rising stars: Jordan Andino.

With his glowing personality, high-profile cooking show appearances, flagship restaurant in New York, and a hit Netflix series, the timing was right to give RiceSelect a “Chef’s Touch”.

Our campaign featured a multi-channel spot highlighting Jordan’s infectious attitude and the versatility of RiceSelect. This was supported by recipe videos sharing some of his secret tips and tricks, and inspiring features in publications like Bon Appétit.