ARROZ SUPERS EL GRANO EXTRA UNLEASHES ECUADORIANS FRENZY AS THEY SEEK OUT 20 WINNING GRAINS OF RICE Marketing Communication News [Video]

Grey’s Work for the #1 Ecuadorian Rice Brand Nods to Willy Wonka’s Golden Ticket Experience in a Surround-Sound Competition

Arroz Super Extra, the #1 Ecuadorian rice brand and the official rice of international brands such as KFC and American Deli, bets on competitive spirit to distinguish itself among its contenders.

The promotional campaign, El Grano Extra, features luxury prizes and experiences with a special caveat: your bag of rice must contain a winning grain. There are over 20 special grains of rice, each hand painted with miniature designs of the prizes, which include airline tickets, cruises, a trip to the Galapagos, smart phones, laptops, and smart watches. Exclusively for the promotion, Arroz Super Extra redesigned its packaging to a striking all black, distinguishing it from other brands across supermarkets in Ecuador.

Using acid humor, the television campaign displays a series of vignettes showcasing the length people will go to for a winning grain of rice. …