Tolly Boy ⎯ Basmati Repositioning Campaign
Retail
TV production
Brief
Tolly Boy is a well-established rice brand with strong heritage and loyalty among Bangladeshi and Nigerian/African communities in the UK. Part of the Westmill Foods portfolio, the brand has historically led its category within these audiences.
However, changing consumption habits among second- and third-generation consumers particularly a shift towards basmati rice began to erode Tolly Boy’s market position. In an increasingly crowded basmati category, the brand faced the risk of losing relevance with its core audience.
Mediareach was tasked with repositioning Tolly Boy, reversing its decline, and re-establishing the brand as a trusted choice for the next generation.
Strategy
The strategy centred on transferring the trusted equity of Tolly Boy Long Grain into the brand’s basmati range reframing basmati not as a departure from tradition, but as an evolution of it.
Using deep cultural insight, we developed a storytelling-led approach anchored in emotion, family, and shared mealtime rituals. Two culturally resonant films were produced, each reflecting the lived experiences and values of the Bangladeshi and Nigerian/African communities.
The campaign introduced Tolly Boy’s newly launched packaging and was unified by a powerful brand message:
“Bringing Meals and Families Together.”
Scripts were carefully crafted with cultural nuance and flexibility in mind, enabling each community to create its own authentic version of the film while preserving a consistent narrative and emotional core.
Results
The campaign successfully repositioned Tolly Boy’s basmati offering as a natural extension of the brand’s heritage strengthening emotional connection and restoring relevance among younger audiences.
By celebrating culture, family, and togetherness, the campaign reinforced brand trust, modernised perception, and re-established Tolly Boy’s place in the kitchens of multi-generational households across the UK.
More Works
(MRA — 02)
©2024
More Works
(MRA — 02)
©2024
Tolly Boy ⎯ Basmati Repositioning Campaign
Retail
TV production
Brief
Tolly Boy is a well-established rice brand with strong heritage and loyalty among Bangladeshi and Nigerian/African communities in the UK. Part of the Westmill Foods portfolio, the brand has historically led its category within these audiences.
However, changing consumption habits among second- and third-generation consumers particularly a shift towards basmati rice began to erode Tolly Boy’s market position. In an increasingly crowded basmati category, the brand faced the risk of losing relevance with its core audience.
Mediareach was tasked with repositioning Tolly Boy, reversing its decline, and re-establishing the brand as a trusted choice for the next generation.
Strategy
The strategy centred on transferring the trusted equity of Tolly Boy Long Grain into the brand’s basmati range reframing basmati not as a departure from tradition, but as an evolution of it.
Using deep cultural insight, we developed a storytelling-led approach anchored in emotion, family, and shared mealtime rituals. Two culturally resonant films were produced, each reflecting the lived experiences and values of the Bangladeshi and Nigerian/African communities.
The campaign introduced Tolly Boy’s newly launched packaging and was unified by a powerful brand message:
“Bringing Meals and Families Together.”
Scripts were carefully crafted with cultural nuance and flexibility in mind, enabling each community to create its own authentic version of the film while preserving a consistent narrative and emotional core.
Results
The campaign successfully repositioned Tolly Boy’s basmati offering as a natural extension of the brand’s heritage strengthening emotional connection and restoring relevance among younger audiences.
By celebrating culture, family, and togetherness, the campaign reinforced brand trust, modernised perception, and re-established Tolly Boy’s place in the kitchens of multi-generational households across the UK.
More Works
(MRA — 02)
©2024
Tolly Boy ⎯ Basmati Repositioning Campaign
Retail
TV production
Brief
Tolly Boy is a well-established rice brand with strong heritage and loyalty among Bangladeshi and Nigerian/African communities in the UK. Part of the Westmill Foods portfolio, the brand has historically led its category within these audiences.
However, changing consumption habits among second- and third-generation consumers particularly a shift towards basmati rice began to erode Tolly Boy’s market position. In an increasingly crowded basmati category, the brand faced the risk of losing relevance with its core audience.
Mediareach was tasked with repositioning Tolly Boy, reversing its decline, and re-establishing the brand as a trusted choice for the next generation.
Strategy
The strategy centred on transferring the trusted equity of Tolly Boy Long Grain into the brand’s basmati range reframing basmati not as a departure from tradition, but as an evolution of it.
Using deep cultural insight, we developed a storytelling-led approach anchored in emotion, family, and shared mealtime rituals. Two culturally resonant films were produced, each reflecting the lived experiences and values of the Bangladeshi and Nigerian/African communities.
The campaign introduced Tolly Boy’s newly launched packaging and was unified by a powerful brand message:
“Bringing Meals and Families Together.”
Scripts were carefully crafted with cultural nuance and flexibility in mind, enabling each community to create its own authentic version of the film while preserving a consistent narrative and emotional core.
Results
The campaign successfully repositioned Tolly Boy’s basmati offering as a natural extension of the brand’s heritage strengthening emotional connection and restoring relevance among younger audiences.
By celebrating culture, family, and togetherness, the campaign reinforced brand trust, modernised perception, and re-established Tolly Boy’s place in the kitchens of multi-generational households across the UK.
More Works
©2024