Rice Dream’s Initial Brief
Standout were contacted along with nine other agencies. We were asked to take part in a 10 agency pitch (yes 10!). The brief was simple. “With a limited budget please show us digital results within three months so we can convince the business to back digital ongoing”. Our approach to answering this brief was to first create a 3 month strategy that improved the website, create new social platforms and activate those platforms through competition and consumer engagement. We were shortlisted down to four agencies and we then presented to the team from Kallo (UK promoters of the brand) and the team from Hain Cellestial (Belgium). Our pitch contained zero creative and talked in detail about the statistics, analytics and the targets we expected to hit – sensible, measured and realistic targets.
We won the 10 agency pitch and were appointed as the digital agency for Rice Dream – a milk alternative within a £150,000,000 category (at the time). Rice derivatives made up around 30% of the category and Rice Dream sold £6,000,0000 per year in the UK.