Tilda is ramping up its brand investment with its biggest ever campaign, ‘Live Like You Mean It’. Designed to drive awareness, bring in shoppers and fuel growth across the premium rice category, it marks an exciting new chapter for the heritage brand.
Set to increase visibility in and out of store, ‘Live Like You Mean It’ celebrates the role food plays in bringing people together – championing the idea that every meal deserves a bit more care, quality and flavour.
With a bold new look and feel, the creative signals a clear step forward for Tilda. It introduces a more modern, playful side to the brand, while staying true to its roots in quality and care. Through emotive storytelling, relatable humour and delicious food, ‘Live Like You Mean It’ shows how Tilda can turn everyday meals into something a little more special.
Rolling out nationwide from 1st April, the campaign will run across TV – including hero spots across Married at First Sight Australia and Gogglebox – plus VoD, YouTube, radio and podcasts.
This includes a bespoke partnership with Capital and Capital Xtra, as well as spots on Alan Carr’s Bottom’s Up and The Romesh Raganathan Show. Altogether, the campaign is expected to reach 65% of UK adults, helping keep Tilda front-of-mind across key mealtimes.
Anna Beheshti, Head of Marketing at Tilda, says: “‘Live Like You Mean It’ is all about celebrating food as one of the best ways to show you care. It puts Tilda at the heart of the table, showing how the right ingredients can elevate everyday meals and create memorable moments for all.
“People already know us as a trusted staple across all sorts of cuisines. 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.”
Retailers will benefit from increased visibility and shopper engagement as the campaign rolls out nationwide.
Developed in partnership with London-based creative agency Isobel – with media buying led by agency partner, Goodstuff – ‘Live Like You Mean It’ is geared up to strengthen Tilda’s emotional connection with consumers, making the brand feel more meaningful and relatable in everyday life.