We wanted consumers to feel good about rice again. Rice, being a staple food, is thought of as mundane and dull – even as fattening, by the body-conscious. By adopting the look and feel of a trendsetting lifestyle magazine cover, our commercial presented rice as a versatile food which could be enjoyed in exciting and inventive ways. The style, vibrant tone and manner were all designed to wow younger consumers who eat less rice, opening them to explore nifty new ways of enjoying rice.