Leading World Foods brand Tropical Sun has launched an integrated marketing campaign to promote its USA Easy Cook Rice range. The promotion has been launched in partnership with the USA Rice Federation and includes a London-wide bus advertising campaign which kicks off in early October.

The campaign includes press advertising, PR and digital marketing.

The campaign is aimed at attracting lapsed customers back to USA rice and inviting new shoppers who have not tried rice from the region before, to give it a go. In addition, Tropical Sun is looking to inspire the growing number of scratch-cookers with an easy-cook rice option which delivers on taste, versatility and convenience.

Tropical Sun brand manager Jag Singh said: “Our Easy Cook USA Rice ticks a whole host of boxes for consumers and chefs. It’s pre-fluffed, easy to cook and delivers consistently delicious white rice which can be used to make virtually any international dish.

“This is the first stage in a much wider campaign aimed at raising awareness of the benefits of rice from the United States. We highly recommend businesses stock up to take full advantage of the awareness and interest we will be generating over the next few months and in the run-up to Christmas.”

Businesses interested in stocking Tropical Sun’s USA Rice can email sun@tropicalsunfoods.com or call 020 8988 1100 for more information.