• Veetee is not fluffing around! The brand is partnering with comedian Katherine Ryan for its new Up Your Fluff Game campaign
  • The campaign will run from 1st July – August and will also see wider influencer activity, a new website and online shop, and PR
  • Featuring Veetee’s new modernised rice trays as front and centre of the campaign, the authentic rice brand is soon to announce a raft of NPD

Veetee Rice is partnering with comedian Katherine Ryan to promote its new range of rice trays, with a digital and social marketing campaign focused on kitchen hacks – Up Your Fluff Game – running from 1st July, making the brand unmissable to shoppers this summer.

A new study commissioned by Veetee[1] has revealed that a growing number of time-strapped Brits are turning to ‘life hacks’ – clever tips or shortcuts that make little tasks easier – to save themselves time that otherwise would have been spent doing household chores.

Of the 1,002 consumers surveyed, Veetee found that 38% praise ‘life hacks’ for helping them save time, a third (34%) find them a great way to save money and 28% just enjoy them for the satisfying pleasure. Veetee’s rice trays aim to help Brits do exactly that, as they cut out any time wasted fluffing around by guaranteeing what Brits struggle to deliver: perfectly fluffy rice every time. Quickly and easily.

The Up Your Fluff Game campaign spotlights some of the nation’s strangest kitchen life hacks – from wrapping banana in clingfilm to ‘listening’ to your cookies. Running across social throughout July, a series of videos hosted by Katherine Ryan will see the comedian ridicule these questionable ‘kitchen hacks’ before sharing her favourite, Veetee’s microwave rice trays.

James Brett, Director of Consumer and Customer Marketing at Veetee Rice, said: “It’s clear from the research that whether it’s for cleaning or cooking, Brits love a life hack. But despite being a nation of rice lovers, it was surprising to see that over two thirds of respondents said they didn’t know how to cook perfect fluffy rice. That’s where we offer the number one life hack everyone needs – Veetee’s range of microwavable rice trays – which activate a steam filtered cooking process for fluffy rice in just two minutes.”

As the brand’s range of rice trays went through a new look and feel earlier this year, the new campaign also provides the perfect opportunity to show off the slick new packaging across socials. As the trays are widely recycled, they are a great choice within the range of microwave rice products available, and wider influencer work taking place with icons such as Nadia Sawalha, Scummy Mummies, Emma Conway and George Egg will help make the brand truly unmissable.

The launch of this campaign marks the kick-off of a raft of activity from Veetee in its biggest year of ambitious transformation to date. The brand has appointed a powerhouse line-up of agencies –The Cirkle Partnership, Engage, and Circle Agency – to work on the activity which includes a new website launching on the 1st July, a long line of awesome NPD and the Up Your Fluff Game campaign itself. With more details yet to come, it is clear that Veetee is certainly not fluffing about in 2021!

[1] Research of 1,002 UK adult respondents conducted by Research Without Barriers in June 2021.

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