UK – Hain Celestial’s British rice brand Tilda has launched its biggest advertising campaign since it was launched over 45 years ago as part of a US$1.72 million investment.

Called Tildalicious, the new TV creative, first aired on 20 October, seeks to bring to life the culinary journey of different Tilda rice grains through the hands of real-life cooks from all over the world, via their UK kitchens.

According to the company, the campaigned was inspired by the unique ability for food to allow people to explore other cultures, as it aims to encourage everyone to seek out, celebrate and discover the endless culinary possibilities that start with rice.

Along with the succession of close-ups of dishes from around the world, the word ‘delicious’ is displayed in various languages.

“This autumn sees our biggest brand campaign yet with a US$1.72 million investment to reach new consumers and drive brand growth.

We have developed a creative direction which illustrates Tilda’s natural positioning at the heart of multiple cultures and communities and brings to life the feeling of immense pleasure when food meets culture,” saidAnna Beheshti, brand lead at Tilda.

“Tildalicious delivers this with a journey of discovery of culinary opportunities. Fourteen different dishes from around the world are featured, from jollof to Middle Eastern rice salad, with a wide range of languages and nationalities represented.”

The commercial has been created by advertising agency Havas London, its first work since being named Tilda’s UK strategic and creative agency.

“What a brilliant brief. Does any other food span as many cultures, nationalities, communities and generations as naturally as rice?” said Elliot Harris, deputy executive creative director at Havas London.

“The result is a properly authentic, joyous, modern brand celebrating its position right at the intersection of British food culture.

I love the idea that the many diverse communities that make up the UK will see themselves represented in such an honest, relatable way.”

The advert will run until the end of November 2018.