Arroz Super Unleashes Ecuadorian Frenzy as They Seek Out 20 Winning Grains of Rice

Arroz Super Extra, the #1 Ecuadorian rice brand and the official rice of international brands such as KFC and American Deli, bets on competitive spirit to distinguish itself among its contenders.  

The promotional campaign, El Grano Extra, features luxury prizes and experiences with a special caveat: your bag of rice must contain a winning grain. There are over 20 special grains of rice, each hand painted with miniature designs of the prizes, which include airline tickets, cruises, a trip to the Galapagos, smart phones, laptops, and smart watches. Exclusively for the promotion, Arroz Super Extra redesigned its packaging to a striking all black, distinguishing it from other brands across supermarkets in Ecuador.

Using acid humour, the television campaign displays a series of vignettes showcasing the length people will go to for a winning grain of rice. Social media content, including influencers, round out the campaign.   

Diego García, general manager of Super Extra, said, “We developed a disruptive experience that provides an exciting adventure to an everyday product and invites Ecuadorians to look at Super Extra with different eyes. Our advertising partner, Grey, developed a surround-sound promotional campaign laced with humour, showcasing the human nature behind competition.”

“In a nod to Willy Wonka’s golden ticket experience, El Grano Extra demonstrates the rich, untapped territory between physical, thrilling experiences and direct contact with the product,” noted Pipo Morano, CCO of Grey Ecuador. “In our very virtual world, promotional campaigns are often boring and don’t rely on in-person experiences. We flipped the script.” 

In Ecuador, rice per capita consumption reaches 50 kilos per year, making it the highest rice-consuming Latin American country. Ecuadorian rice is also considered one of the best in the world, due to unique geographical characteristics that provide the crop with a greater number of direct hours of sunlight and constant humidity.

Grey and the client partnered with Sri Lankan micro artist Daya, who used special vegetable paint go create the designs.

Those who find the award-winning rice grains should access the website for more information.