"The marketing team at Tiger Brands, curating Tastic, briefed FCB Joburg to reinforce the masterbrand’s credentials – Tastic. Perfect. Every time – and reinforce Tastic’s leadership position within the rice market," says marketing director, Thembi Sehloho.

"The team had also identified that there were unmet consumer needs that presented a gap in the market, now satisfied by the two new rice variants recently launched by Tastic [Tastic Soft, Absorbing White Rice and Tastic Wholegrain Long Grain Brown Rice]," Sehloho says.

"Tastic understood that consumers needed variants that were both different from parboiled rice as well as accessible from a price point perspective, giving the consumer greater choice for an even greater meal," Sehloho adds.


"The agency was tasked with launching these new and exciting variants to the Tastic target market in a way that would assist the brand in quickly creating product awareness," says Sehloho. "The campaign will build on the existing love consumers have for the brand and communicate the brand’s innovation while highlighting the different benefits and uses for these rice types." 

The campaign line 'Only One Tastic' aims to solidify the idea that everyone has a different way of cooking, but the one thing everyone agrees on is Tastic Rice.


"The core insight guiding our approach for these commercials was that, even though we are a multicultural society, there are chords that bind us," says creative director Greg Cameron, who worked with copywriter Verona Singh and art director Kursten Meyer to develop the campaign.

"We come from different walks of life, and we live that life in different ways. We have different approaches to how we exercise and keep healthy, how we manage our finances, inspire our children and how we choose different meals to eat together as a family," Cameron adds.

 
"But, even if we do choose to make the same meal for dinner and put our own spin on it, there will always be something – one thing – that we have in common. For rice lovers, it’s Tastic," Cameron says.

The ads were shot by Seriti over four days in various locations around Soweto, Linden, Parkwood, Saxonwold and Kensington. They are currently flighting on SABC 1, 2 and 3, as well as eTV and DSTV.

For more information, visit www.fcb.co.za. You can also follow FCB Joburg on Facebook or on Twitter.