The Brief

The Thai Trade Centre Toronto partnered with Bodega PR to execute a dynamic public relations campaign from April to August 2024. The objective was to boost awareness and drive adoption of premium Thai Rice products in Canada, with a focus on three key offerings: Thai Hom Mali Rice, Riceberry Rice, and Thai Rice Noodles.

The campaign aimed to connect with diverse Canadian audiences through innovative strategies, including influencer partnerships, media engagement, and experiential events.

Our Approach

To achieve these goals, Bodega PR designed and executed a five-month, multi-faceted campaign focused on engagement, creativity, and authenticity.

1. Influencer Partnerships
Each month, we collaborated with a rotating roster of influencers representing varied audiences, including families, foodies, and home cooks. Seasonal themes, such as BBQ season and sakura season, were woven into the content to maintain relevance and excitement.

Highlights:

• Paid Influencer Programming: Influencers across Canada created recipe content featuring Thai Rice products.

• Event Activation: Two influencers were sent to the Ottawa Thai Street Food Festival to create same-day content showcasing authentic Thai dishes.

2. Media and Influencer Event
We hosted an exclusive cooking class at a local studio, led by TV chef Julie Miguel. Seven influencers and their children participated in the hands-on experience, bonding over the creation of diverse dishes using Thai rice.

3. Curated Media Kits
Interactive media kits were distributed to creators and journalists, each featuring the ingredients to prepare a classic Thai Green Curry. These kits encouraged recipients to document their cooking journey, resulting in vibrant, organic content across social media.

4. Media Outreach
We executed monthly outreach campaigns to secure organic and paid media coverage. This resulted in placements across:

• Digital Media: Vancouver Sun, Metroland & more.

• Print Media: VITA Daily

• Broadcast Media: CTV Atlantic, CH Morning Live

The Results

The Thai Rice 2024 PR campaign was a resounding success, achieving over 9,000,000 impressions across digital, print, and broadcast platforms. The campaign’s highlights include:

• Generated significant buzz through influencer-driven content, resulting in over 100 engaging social media posts and stories.

• High engagement and reach through live event activations.

• Consistent media coverage in Canada’s top-tier outlets with 50+ media placements secured.

• Positive feedback from media and influencers alike, reinforcing the premium quality and versatility of Thai rice products.

Through this campaign, Bodega PR demonstrated the power of tailored storytelling, authentic partnerships, and experiential marketing in elevating global brands within local markets.