Tilda Wholegrain Campaign

Rich and engaging content to promote the benefits of wholegrain rice

Tilda told us that consumers had a lack of knowledge when it came to wholegrain. They wanted to promote it’s benefits, and give ideas for use of Tilda Wholegrain through rich and engaging content on their website. Our aim was to educate the customers and encourage people to trial Tilda’s new wholegrain range.

The Strategy

Tilda’s wholegrain rice has been understated for years, with benefits that actually outweigh the more popular white rice we set off on a mission to both educate and inspire an audience with a heightened sensitivity to healthy, whole eating. Our strategy had to cover in-store, PR & online channels which is why we turned to our trusty inbound marketing model.

Creating a dedicated section on the Tilda.com website which we could bring to life in various ways we populated this section with rich engaging content that helped customers understand the benefits of Wholegrain but also helped them create interesting and tasty meals with it.

This wasn’t enough though, as part of this section we designed and built a free ebook which would also mean people could opt into a 10 week meal plan helping people start to introduce wholegrain into their diet once per week. Designed with celebrity chef Dhruv Baker and nutritionist Sarah Schenker the ebook and meal plans have proved extremely popular with Tilda’s audience.

What we did

The campaign delivered a 410% increase year-on-year to the Tilda Wholegrain range
Campaign sign-up increased conversion by 18%  
The dedicated wholegrain page is now the 4th top viewed page on the site
The open rate for the campaign email was 29.3%
Click-through rate of 4.1% (industry average 2.6%)

Wholegrain Campaign Image Gallery

Tilda Wholegrain online mockups Tilda iPhone mockups

Wholegrain Videos

Goodness Guide eBook

Tilda's Goodness Guide


Leave a Reply

Your email address will not be published. Required fields are marked *