Using acid humor, we created 3 TV campaign spots.

Each one showed a series of vignettes in which you can see how far people are capable of going for a winning grain of rice, unleashing the frenzy of Ecuadorians to find a winning grain of rice.

The campaign was a nod to Willy Wonka's golden ticket experience, bringing a disruptive and exciting experience to an everyday product and inviting Ecuadorians to look at Super Extra with “other eyes”.

Ecuador loves rice.

It’s the key element in all food dishes, absolutely all of them.

Rice consumption per person exceeds 50 kilos per year. It’s the Latin American country that eats this grain the most.

The demand is so high that about 1.5 million tons are harvested every year. For this reason, more than 20 brands are always vying for attention in supermarkets offering the same white grain.

Arroz Súper Extra, Ecuador's #1 brand, needed to do something to stay on top and stand out from the rest on the shelf.

As a market leader and pioneer brand for 30 years, Super Extra faces the challenge of maintaining its growth and relevance.

For that reason, it carried out this activation that, through an eye-catching black packaging in the super market, invited people to see their rice grain in a different way, literally.

A sweet girl gives her father a drawing made with rice grains. The father touched but quickly surprised to see a winning grain of rice on the drawing and tears it off, freezing with emotion while the girl watches without understanding anything.

Situation: High demand for rice has led to the proliferation of new brands that seek to take market share away from the brand with price offers.

Arroz Super Extra, a pioneer for over 30 years and Ecuador’s top rice seller, must maintain its growth and relevance on the supermarket shelf to remain the most popular among the more than 20 competitor brands.

Brief: Develop a promo that highlights the quality of the Super Extra grain and makes it the winning brand at the point of sale, and that our grain is perceived as the best. Whoever tastes, observes and compares our grain with the competition understands that it is unbeatable.

Diego García - General Manager: “Avoid falling into the typical 2-for-1 promos”.

Objetives: Double sales of 400,000 packages of all its brands bimonthly by 2024.

- 1 million bags sold in a month during the promo. +100% sales growth vs average pack. (Source Super Extra)

- 4.6 million contacts on social media. (Source HypeStat)

- 2.3 million earned media. (Source HypeStat)

- ROI 3.5: 1 Total (Source Super Extra)

- Overall, the campaign was a great success and managed to enter people every day conversations, but most importantly, we revolutionized the Ecuatorian food category grain by grain.