Leading British rice brand Tilda, purchased regularly by at least a quarter of all UK households, has unveiled its biggest ever ad campaign, showcasing Tilda’s place at the heart of our mealtimes. Inspired by cookery’s unique ability to let us explore other cultures, Tilda wants everyone to seek out and enjoy the endless culinary possibilities that start with rice. ‘Tildalicious’ describes the feeling of immense pleasure when food cultures come together and the new advert is a vibrant celebration of our diverse cuisines, from Jollof to Middle Eastern rice salad.

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