Nice Rice Cooking up a storm to highlight CO2 emissions.

The rice industry has a dirty little secret; conventional rice farming produces more CO2 emissions than the dairy industry, global air travel and over 1,200 coal-fired power plants. Put simply, Big Rice is cooking the planet. The problem is, absolutely nobody was talking about it, let alone offering a viable alternative… until now.

Enter Nice Rice, a more environmentally-friendly alternative to the norm. Offering shoppers a deliciously sustainable rice that’s big on flavour small on climate footprint. With a series of simple and easy to implement farming methods designed to dramatically reduce the emissions on a bag of rice, whilst saving huge amounts of water at the same time.

With Nice Rice being stocked nationally in Waitrose stores for the first time, it presented the brand with a huge opportunity to connect with a new audience and educate people on the challenges posed by conventional rice farming.

We created a series of eye-catching OOH executions showing rice billowing from chimneys, spewing out of aeroplane engines and dripping from cows’ udders; all demonstrating the unexpected carbon footprint associated with this staple food.

The striking images were paired with simple yet impactful copy, highlighting the shocking facts in a memorable and witty way.