Tolly Boy
Retail
TV production
Tolly Boy Rice Brand, part of Westmill Foods.
Brief
Brief
Tolly Boy is a rice brand popular amongst the Bangladeshi and among Nigerian/African communities in the UK.
Strategy
Strategy
Reclaiming Relevance in a Shifting Market
Despite its stronghold as a category leader within the Bangladeshi and Nigerian markets, the brand has seen a steady decline due to second- and third-generation consumers shifting their preference toward basmati rice. In this increasingly competitive basmati space, the brand is losing its core audience each day.
Our task? To reposition the brand and restore it to its former glory—infusing the trusted values of Tolly Boy Long Grain into its basmati offering. A strategic move to halt the brand’s decline and secure its place in the hearts (and kitchens) of the next generation.
Results
Results
Crafting Emotion Through Storytelling
Drawing on key cultural insights, we developed two emotionally resonant films that captured the spirit of the communities they served. Each commercial highlighted the brand’s newly launched packaging and carried the campaign’s unifying message: Bringing Meals and Families Together.
With meticulous attention to detail and cultural nuance, the scripts were designed for adaptability—allowing each community to create its own unique version of the advert while preserving the heart of the story.
More Works
(MRA — 02)
©2024
Tolly Boy
Retail
TV production
Tolly Boy Rice Brand, part of Westmill Foods.
Brief
Tolly Boy is a rice brand popular amongst the Bangladeshi and among Nigerian/African communities in the UK.
Strategy
Reclaiming Relevance in a Shifting Market
Despite its stronghold as a category leader within the Bangladeshi and Nigerian markets, the brand has seen a steady decline due to second- and third-generation consumers shifting their preference toward basmati rice. In this increasingly competitive basmati space, the brand is losing its core audience each day.
Our task? To reposition the brand and restore it to its former glory—infusing the trusted values of Tolly Boy Long Grain into its basmati offering. A strategic move to halt the brand’s decline and secure its place in the hearts (and kitchens) of the next generation.
Results
Crafting Emotion Through Storytelling
Drawing on key cultural insights, we developed two emotionally resonant films that captured the spirit of the communities they served. Each commercial highlighted the brand’s newly launched packaging and carried the campaign’s unifying message: Bringing Meals and Families Together.
With meticulous attention to detail and cultural nuance, the scripts were designed for adaptability—allowing each community to create its own unique version of the advert while preserving the heart of the story.
More Works
(MRA — 02)
©2024
Tolly Boy
Retail
TV production
Tolly Boy Rice Brand, part of Westmill Foods.
Brief
Tolly Boy is a rice brand popular amongst the Bangladeshi and among Nigerian/African communities in the UK.
Strategy
Reclaiming Relevance in a Shifting Market
Despite its stronghold as a category leader within the Bangladeshi and Nigerian markets, the brand has seen a steady decline due to second- and third-generation consumers shifting their preference toward basmati rice. In this increasingly competitive basmati space, the brand is losing its core audience each day.
Our task? To reposition the brand and restore it to its former glory—infusing the trusted values of Tolly Boy Long Grain into its basmati offering. A strategic move to halt the brand’s decline and secure its place in the hearts (and kitchens) of the next generation.
Results
Crafting Emotion Through Storytelling
Drawing on key cultural insights, we developed two emotionally resonant films that captured the spirit of the communities they served. Each commercial highlighted the brand’s newly launched packaging and carried the campaign’s unifying message: Bringing Meals and Families Together.
With meticulous attention to detail and cultural nuance, the scripts were designed for adaptability—allowing each community to create its own unique version of the advert while preserving the heart of the story.
More Works
©2024