Royal Basmati Rice Toss
2024
Royal Basmati Rice
Our Work
Activation/Brand Experience, PR, Influencer, Social Media
The Project
Overview
At the 2024 Expo West Trade Show, Konnect drove foot traffic and media & influencer engagement for Royal Basmati Rice by unveiling its refreshed brand logo through a dynamic activation. Partnering with viral rice artist Alissa Teo (@friedriceart), the booth featured a live rice art demonstration, culminating in a dramatic rice toss that revealed Royal’s new logo mid-air—captivating attendees and creating a standout Expo moment while remaining true to the brand’s authenticity.
Conclusions
Final Reflections
Generating media and influencer engagement and brand visibility among 3,300 exhibitors, Konnect drove media and influencer engagement for Royal’s brand refresh and new ready-to-heat basmati rice flavors at one of the world’s largest CPG tradeshows in the world. Through strategic media relations, influencer partnerships, experiential activation, and social media, the campaign maximized visibility and impact. By bringing “The Many Flavors of You” to life, Konnect reinforced Royal’s authenticity and flavor innovation.
Royal Basmati Rice Toss