Veetee Rice is partnering with comedian Katherine Ryan to promote its new range of microwave rice trays, with a digital and social marketing campaign focused on kitchen hacks – Up Your Fluff Game – running from today (1).
A new study commissioned by Veetee revealed that a growing number of time-strapped Brits are turning to "life hacks" – clever tips or shortcuts that make little tasks easier – to save time doing household chores.
Of the 1,002 consumers surveyed, Veetee found that 38 per cent praise life hacks for helping them save time, a third (34 per cent) find them a great way to save money and 28 per cent simply enjoy them for the satisfying pleasure. Veetee’s rice trays aim to help Brits do exactly that, as they cut out any time wasted fluffing around by guaranteeing what Brits struggle to deliver: perfectly fluffy rice every time. Quickly and easily.
The Up Your Fluff Game campaign spotlights some of the nation’s strangest kitchen life hacks – from wrapping banana in clingfilm to ‘listening’ to your cookies. Running across social throughout July, a series of videos hosted by Katherine Ryan will see the comedian ridicule these questionable ‘kitchen hacks’ before sharing her favourite, Veetee’s microwave rice trays.
“It’s clear from the research that whether it’s for cleaning or cooking, Brits love a life hack," said James Brett, Director of Consumer and Customer Marketing at Veetee Rice. "But despite being a nation of rice lovers, it was surprising to see that over two thirds of respondents said they didn’t know how to cook perfect fluffy rice. That’s where we offer the number one life hack everyone needs – Veetee’s range of microwavable rice trays – which activate a steam filtered cooking process for fluffy rice in just two minutes.”
The brand’s range of rice trays went through a new look and feel earlier this year, and the new campaign provides the perfect opportunity to show off the slick new packaging across socials. As the trays are widely recycled, they are a great choice within the range of microwave rice products available, and wider influencer work taking place with icons such as Nadia Sawalha, Scummy Mummies, Emma Conway and George Egg will help make the brand truly unmissable.