Mahatma and Carolina Brands: Unfollow La Receta

Mahatma and Carolina Brands, a rice brand, challenged culinary explorers to "Unfollow La Receta" and embrace adding their own personal twist to rice dishes to increase sales and brand awareness in the US and drive one million visitors to the Mahatma website.

Campaign details

Brand: Mahatma Rice Brand owner: Riviana Foods Entrant company: ALMA DDBIdea creation: Alma DDB Miami Market: United States Sector: Convenience, readymade Media channels: Point-of-purchase, In-store, Radio & audio, Social media, Television & Connected TV, Websites & microsites, Word of mouth, Influencers, KOLs, Online display, Outdoor, Out-of-home Budget: 1 - 3 million

Campaign video

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