British rice brand Tilda has unveiled its biggest-ever ad campaign, as part of a significant investment in the brand’s product portfolio.

The new campaign is designed to celebrate the role of the Tilda brand in UK food and culture. The brand’s new TV creative, running from now until the end of November, is set in multiple kitchens across the country and features the Tilda’s new slogan; ‘Tildalicious’.

Anna Beheshti, brand lead at Tilda, said: “This autumn sees our biggest brand campaign yet with a £1.5m investment to reach new consumers and drive brand growth. We have developed a creative direction which illustrates Tilda’s natural positioning at the heart of multiple cultures and communities, and brings to life the feeling of immense pleasure when food meets culture. Tildalicious delivers this with a journey of discovery of culinary opportunities. Fourteen different dishes from around the world are featured from Jollof to Middle Eastern rice salad, with a wide range of languages and nationalities represented.”