In a category where giants are expanding their offerings and where private labels are gaining in popularity, Dainty had lost its momentum. With obsolete packaging and inactive communication for several years, their brand equity had become very low. With a generous product offering but mostly knowledge passed down from generation to generation, the brand was in desperate need of revitalization.
Our lives change, we evolve. The same goes for Dainty. Dainty is THE rice company because it offers the largest variety of rice in Canada. Dainty has the same quality and affordable price as before but now comes in a whole new look that is inspiring, practical, and luxurious. The packaging colour stands out from the competition and features a window in the shape of a grain of rice. We also developed a campaign that was activated in-store, digital, OOH, PR, and through influencers on SM.
Double-digit growth over the past year. 5,877,207 packaging impressions in total. Engagement at record levels during launch. Sales and brand awareness results are positive compared to previous years.