Columbia, MD — At the annual meeting in New Orleans, the International Association of Culinary Professionals (IACP) recently presented the USA Rice Federation and its foodservice agency of record Marriner Marketing Communications with a 2008 Award of Excellence. The Corporate Marketing Campaign award recognized the comprehensive, Web-centric USA Rice foodservice program: “Rethink U.S. Rice: Endless Menu Possibilities.”
According to IACP, the Corporate Marketing Campaign award recognizes the most innovative, creative and successful marketing campaign launched in 2007. The awards are presented annually to honor members whose exceptional achievements embody the highest standards of the association and display a commitment to excellence. The USA Rice campaign won over other well-known brands Cuisinart and General Mills.
The research-based and results-driven multi-media marketing campaign leverages the new USA Rice foodservice Web site www.MenuRice.com as the foundation. Through print and online advertising, educational videos, public relations, on-trend recipes, industry partnerships and events, the program has:
- Increased awareness and menuing of U.S. rice in foodservice
- Created relevance for U.S. rice as an essential foundation to any successful menu
- Changed mindset of target by reinvigorating rice’s image in relation to key food trends
“It is truly an honor for USA Rice’s foodservice program to be recognized by the International Association of Culinary Professionals. It speaks volumes about our partnership with Marriner and the hard work, dedication and tenacity it takes to create an innovative, ‘Best in Class’ program,” said Judy Rusignuolo, Director of USA Rice’s National Consumer Education & Foodservice Marketing. USA Rice Federation Chairman Al Montna agreed, saying “this is a landmark achievement for the Federation and our commitment to the foodservice industry.”
Tighe Merkert, President and CEO of Marriner, added “Winning an important industry award like this is only possible because of the true collaboration between Marriner Marketing and USA Rice. With the right support, clarity and guidance we took USA Rice’s foodservice program to the next level and set the stage for delivering measurable results to the Federation and its members for years to come.”
About USA Rice Federation
The USA Rice Federation is the national advocate for all segments of the rice industry, conducting programs to build awareness and usage of U.S.-grown rice. U.S. rice accounts for nearly 83% of the rice consumed in America. It is grown and harvested by local farmers in five south central states and California according to the highest quality and cleanliness standards. The U.S. produces an abundance of short, medium and long grain rice, as well as specialty rices including jasmine, basmati, arborio, red aromatic and black japonica, among others. For more information, visit www.MenuRice.com.
About Marriner
Founded in 1989, Marriner Marketing Communications is a specialist in integrated marketing solutions for leaders in the food and hospitality industries and has capitalized billings of over $50 million. Clients count on Marriner for intelligent, effective, integrated solutions to a wide variety of communication challenges. Marriner’s clients include Perdue Farms, Rich Products Corporation, The Sugar Association, Phillips Foods, MICROS Systems, USA Rice Federation and National Fisheries Institute. For more information, visit www.marriner.com.
