Tilda was founded in London back in the early 1970’s, and since then, they’ve become synonymous with premium, wholesome rice products—and it’s easy to see why. The level of care and attention-to-detail that goes into producing Tilda Basmati means you get fragrant, fluffy rice to elevate all your favourite meals. To capture the rich history of Tilda, and the journey from the rice paddies of India to the kitchens of Canadians, we created a campaign called “Rice, perfected”.

To bring this to life, we used beautiful, illustrated tapestry designs that highlighted the process, the people, and the places that make Tilda Basmati possible. Launching in late September 2021 and running until the holiday season in December 2021, our campaign generated over 19 million impressions, reached over 4 million Canadians, and increased Tilda’s social followers by over 70%.