We needed to introduce the new Louisiana Rice Pudding product and motivate the target to try it. But we had a barrier in their hearts: They thought that the real rice pudding had to be prepared “like my grandma or my mom" does.

We create a mass media campaign where the whole family loved the product. We also made an interactive mini-site where the users learn "the new way of preparing the rice pudding" and had the option of obtaining a free sample. People who received the free sample became our brand ambassadors on social networks. After 3 months of campaign, the estimated sales goals were exceeded. It was an innovative, impactful and lovely release!