Leading rice brand Tilda marked Chinese New Year with a major Central London activation, headlined by a six-day domination of Outernet at Tottenham Court Road.
The campaign also included a traditional lion dance and drum performance across Piccadilly Circus and Leicester Square, drawing large crowds into a vibrant festive celebration.
Delivered in partnership with USA Rice, the campaign promoted Tilda's Premium USA Long Grain 20kg, a key staple for customers during the festive period.
Anna Beheshti, head of Marketing at Tilda, said the activation was part of Tilda's commitment to investing in culturally significant occasions that drive visibility and engagement across retail and wholesale channels.
“Cultural moments are central to how we build and grow the Tilda brand,” she said. “Chinese New Year is both an important celebration and a key trading period, and this year we invested boldly to ensure strong visibility at scale.”
Chinese New Year has been celebrated by the British Chinese community in the UK for more than 200 years, making it a significant moment for the brand.