Tilda is increasing brand investment with the launch of its biggest ever campaign, ‘Live Like You Mean It’, as it looks to drive awareness, attract more shoppers and support growth in the premium rice category. Rolling out nationwide from today (1st April), the campaign focuses on the role food plays in bringing people together, with an emphasis on adding more care, quality and flavour to everyday meals.
The campaign also introduces a refreshed look and feel for the brand, with a more modern and playful tone, while staying rooted in Tilda’s long-standing focus on quality. Through a mix of relatable moments, light humour and strong food appeal, ‘Live Like You Mean It’ highlights how Tilda can elevate everyday dishes.
Activity will run across TV, VoD, YouTube, radio and podcasts, including spots during Married at First Sight Australia and Gogglebox. There will also be a partnership with Capital and Capital Xtra, alongside activity on Alan Carr’s Bottom’s Up and The Romesh Raganathan Show. Overall, the campaign is expected to reach 65% of UK adults.
“People already know Tilda as a trusted staple across all sorts of cuisines,” said Anna Beheshti, Head of Marketing. “This campaign builds on that, helping us connect with shoppers on a more emotional level and making the brand feel even more relevant for the next generation of foodies. It also reinforces what makes Tilda the nation’s favourite. Everything we do is with care. From picking out the highest-quality grains to making products that taste great, without fail – to continuing to innovate so people can enjoy Tilda in even more ways at home.
“By investing in the brand at scale, we’re making sure Tilda tops shoppers’ lists, while helping retailers tap into growing demand for versatile, high-quality ingredients that elevate everyday meals.”
The campaign is expected to drive visibility and engagement both in and out of store, supporting retailers as demand grows for premium, versatile ingredients.
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