Tilda has launched its biggest brand campaign, ‘Live Like You Mean It’, to drive awareness, bring in shoppers and fuel growth across the premium rice category.
Rolling out nationwide from 1 April, the campaign will span TV, broadcaster video on demand, YouTube, radio and podcasts. Hero spots include Married at First Sight Australia and Gogglebox, with additional activity across Capital and Capital Xtra, plus Alan Carr’s Bottom’s Up and The Romesh Raganathan Show. Altogether, the campaign is expected to reach 65% of UK adults, keeping Tilda front of mind across key mealtimes.
‘Live Like You Mean It’ is designed to increase visibility in and out of store and celebrates the role food plays in bringing people together. A bold new look introduces a more modern, playful side to the brand while staying true to its roots in quality and care. Through emotive storytelling, relatable humour and food-led creative, the campaign shows how Tilda can turn everyday meals into something a little more special.
The brand says the push underlines its commitment to quality, from selecting high‑grade grains to innovating so people can enjoy Tilda in more ways at home.
