To create a major occasion for cooking rice on one single day of the week we occupied the Monday via a two pillar strategy: We placed our classical product benefit communication in TV, Online and Radio only on Mondays on the relevant preparation times (09:00-14:00, 17:00-21:00). Additionally we concluded a strategic partnership with Germany’s biggest cooking channel TV-Gusto: We linked every program broadcasted on Mondays with rice so we could deliver inspirational rice occasions during the whole year.

As we created a strong interest in media we got a lot of PR about the Monday is rice-day movement. The website www.montag-ist-reistag.de which is integrated in all communication activities has already been visited by 50.000 people and the recipe downloads had grown steadily. And overall sales increased about 20%.