In Ecuador, per capita rice consumption reaches 50 kilos per year, making it the Latin American country that consumes the most rice, with around 1.5 million tons are harvested annually. For this reason, more than 20 brands are fighting for attention in supermarkets, the problem is that they all offer the same white grain and there is no way to stand out. Super Extra Rice, Ecuador's #1 brand, needed to do something to stay on top.

A Prize-Winning Grain of Rice? Good Luck with That!

Famous

Super Extra put 20 incredible prizes on 20 grains of rice.

Yes, really.

Each winning grain was meticulously hand-painted with non-toxic vegetable ink by Sri Lankan micro-artist Dayananda with prizes including cruises, airline tickets, smart phones, trips to the Galapagos, laptops, TVs and smart watches. The grains were placed in over 300,000 thousand redesigned Arroz Super Extra packages, all in black, ensuring the audience couldn’t peek inside.

With a tone of acid humour, the TV campaign features a series of vignettes showcasing how far people will go for a grain of rice. The campaign is complemented by billboards and fun social media content featuring influencers.

The Rice of Glory is a nod to Willy Wonka’s golden ticket experience, which brings a disruptive and exciting experience to an everyday product and invites Ecuadorians to look at Super Extra with “different eyes.”

Effective

Super Extra consolidated its position as the #1 brand in the market. During the three-month promotion, it outsold its competitors by more than 500,000 cases, going from selling an average of 600,000 cases in three months to 1 million, marking a resounding difference among the more than 20 brands that occupy a space in supermarkets.