Rice of Glory

Arroz Super Extra

Revolutionising the Food Category One Grain at a Time

Arroz Super’s “El Grano Extra” Unleashes Ecuadorian’s Frenzy as They Seek Out 20 Winning Grains of Rice

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!


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.”

“The humorous tone feels unexpected for the category: rather than images of steaming piles of rice, we get genuine comedy and mischief.”
“Bets on the competitive spirit to stand out among their rivals.”
“The television campaign displays a series of vignettes showcasing the lengths people will go to for a winning grain of rice.”

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.