Tilda
Tilda Rice is a market-leading, global brand in the premium rice category. With a rich heritage spanning over 50 years and strong values of quality and sustainability engrained right through from field to fork.
This year we celebrated 20 years of brand partnership with Tilda Rice; a testament to our collaboration as an extension of the brands’ team. We’re focused on growing Tilda as the rice of choice in households across the island of Ireland; shining a spotlight on this global brand in our local markets and bolstering Tilda’s presence to wash away the orange and paint Ireland Tilda blue.
Focused on
growth
Partnership
& progress
Since 2003, we’ve been focused on deepening Tilda’s brand penetration across the island of Ireland supported by a strong and targeted 360-marketing plan for Irish consumers. In the first half of 2024, the Tilda digital campaign smashed all benchmarks, reaching over 17.3 million impressions across key media including; YouTube, Meta and CTV.
8 in 10 Irish households buy rice on average
10 times a year
Source: Kantar WPO, Total Rice, KPIs 52 w/e 09.07.23
8.2kg volume per buyer
Source: Kantar WPO, Total Rice, KPIs 52 w/e 09.07.23
4 BLUE WHALES in weight
sold
Last year, Irish consumers bagged a substantial sales volume of 658 tonnes of Tilda rice. This whaley hefty figure showcases the brand’s significant market presence.
SOLD EVERY
34 SECONDS
With Tilda’s Ready-to-heat pouches flying off the shelves every 34 seconds, it’s clear that Tilda is a kitchen staple in Irish households. In fact, Tilda is outperforming the category with value and volume growth +16% and +12% respectively.
5 TROTS
AROUND THE TRACK
Shoppers at Dunnes and Musgrave scooped up over 124,000 1kg bags of Tilda Rice last year—enough to circle the Irish Grand National course five times, showcasing Tilda’s deep retail penetration
Tilda
on Top
Tilda are the #1 across Loose Rice, Basmati Rice, Brown Rice and are the fastest growing Boil in the Bag brand on the island of Ireland.
Strategic Marketing & Investment
Dedicating
investment
and expertise
With a shared ambition to turn Ireland Tilda blue, our expert team delivers a strong brand partnership focused on investing in Tilda’s visibility, desirability and accessibility. Through dedicated Irish investment, targeted communications, intrinsically linked to digital and shopper marketing and strategic retail placements, we’re on track to make Tilda the top choice for rice in Ireland.
Shared
ambition
Tailored
strategies
to stay ahead
By tapping into the latest marketing insights, we’re proactive in data-driven insights, celebrating our success with Tilda outperforming the Ready to Heat Category in both value and volume growth across the Total Market (MAT w/e 25.02.24). We tailor our strategies to stay ahead; this data-driven approach keeps our marketing sharp and effective, resonating strongly with our target shoppers.
Future
Outlook
With Tilda’s ongoing innovation and our commitment to adapt and respond to consumer preferences, GM Marketing is perfectly positioned to support these developments. We’re not just distributing a product; we’re cultivating a market-leading brand.
Our partnership with Tilda is a testament to the power of collaboration, strategic investment, and brand passion. By turning Ireland Tilda blue, we’re not only aiming for market leadership but also creating an enduring connection with consumers.
The power of
collaboration
Setting
the stage
This case study showcases not just past successes but also sets the stage for a future where Tilda and GM Marketing lead the way in Ireland’s rice market