Tastic Weddings debuts its new mobile kitchen in Soweto
May 23rd 2011, 12:29
Soweto, May 2011: What better event than a wedding to demonstrate and celebrate the quality, versatility and Tastic brand promise of Perfect, Everytime. Tastic sponsored weddings is a three year long initiative whereby Tastic takes its parboiled product directly to its consumers and leverages off its achieved brand loyalty to illustrate the versatility of parboiled rice as well as further educate and penetrate this market in terms of product development and other Tastic products.
Tastic sponsors parboiled rice, some popular recipes for the wedding reception and a bridal hamper in exchange for some subtle branding and promotional activity. While waiting for the bridal party to arrive at the reception, two Tastic promoters educate guests about existing and new Tastic products, the history of rice, its nutritional benefits as well as conduct product sampling and cookbook give-aways while gaining consumer insight via questionnaires.
The success of this initiative prompted Tastic’s BTL agency, Eyes and Ears Marketing Services, to increase the experience and consumer reach by investing in a Tastic mobile kitchen. Pitched adjacent to the Tastic promotion and information kiosk, the mobile kitchen accommodates up to three Tastic chefs who prepare a variety of fresh rice salads for guests to sample. The facility is equipped with a gas stove-top, sink area, counter space and fridge.
The three newly appointed Tastic chefs include; Goaneltse Maswenyaneg, Amos Matlala and Simphiwe Zulu, who are currently third and fourth year students studying hospitality at the Ekurheleni East College - Springs Campus.
The Tastic weddings sponsorship programme is currently implemented in three provinces; Gauteng, Limpopo and the North West and has been successful in reaching the brand’s core parboiled rice market through direct interaction with consumers while introducing them to new products in the portfolio such as Tastic Nature’s range of brown rices. The mobile kitchen enhances the initiative by creating the tangible elements of cooking aromas, recipe sampling and the visual of chefs-in-action who are available for comment regarding their recipes.
The programme has grown from inception purely by word of mouth with escalating levels in demand, which confirms the confidence that the popular brand has achieved among consumers.
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This year, Tastic Rice has committed to providing enough rice to pack a phenomenal 5 million meals for families in need in South Africa. The brands partnership with Rise Against Hunger also seeks to support the United Nations in their mission to end world hunger by 2030, as part of their sustainable development goals.
Tastic Rice has taken to the small screen to communicate its new masterbrand campaign, as well as the launch of two new variants in the rice market.
Parmesan & Saffron, Moroccan Spice & Sweetcorn, Caramelised onion & Cheddar and Sauteed Mushroom flavours is what consumers will soon be preparing as meals for their families.
Tastic has once again been voted as the No.1 Essential Food brand by South African consumers in the 2012 Sunday Times Top Brands Awards.
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