Planet Rice & a World of Potential

It can be hard to be hopeful. In a world that faces so many hardships and what many find to be a bleak future. Our Planet Rice campaign was born out of this cheerless reality and reinvented into a message of hope.

As a vertically-integrated, premium rice brand that grows, mills, sprouts, and packages every kernel itself, it is no small feat to regeneratively farm this household staple. Planet Rice doesn’t hide from the water-use reality that it takes to grow this globally consumed grain. Instead they embrace all that they can do. They foster hope for a healthier tomorrow through this one humble ingredient. We took this climate dedication into our creative with the tagline: “Good for you, great for the planet.”

At their family-owned farm, Planet Rice’s growing practices positively impact the climate through soil care, intentional water use, and carbon reduction, while also supporting nutrition and sustainability efforts for their consumers. Noble West developed the brand identity, created and executed the media campaign, strategized the social media campaign, and developed a go-to-market strategy with the goal of increasing brand affinity and driving trial in line with the brand’s launch in Northern California stores.

Our messaging framework and creative strategy cultivated a platform for Planet Rice that uniquely communicated core benefits and resonated with our target audience. After completing quantitative consumer research, we defined the audience user profile and created two suites of ads: sustainability-inspired and healthy main dish inspired. The campaign effectiveness was maximized by zeroing in on the niche audiences most likely to trial, repeat and advocate for Planet Rice. We leveraged table stakes channels such as search, paid social, display, and gourmet ads.

This approach proved beneficial with the campaign resulting in over 13MM hyper-targeted impressions in its first year. We cultivated strong engagement with social communities resulting in a 47% organic following increase and a 4.89% engagement rate on Instagram. Planet Rice store locations saw a 64% increase in Q3 and are currently in 235 stores across California with plans to expand nationwide in 2023.