Tilda rice: A recipe for multicultural success
A multicultural approach involves customising messaging and channels for each target group, says Euromonitor.
Raheja said that UK company Tilda Rice was an interesting example of a multicultural marketing success story.
Tilda started off by marketing authentic rice to the British south Asian community, then moving on to target other ethnic communities with different rice varieties such as Thai or long-grain. Once it had become a firm favourite among these groups, the company positioned itself as the brand of choice for mainstream audiences, with its ethnic consumers becoming credible brand ambassadors.
“In the same way that you judge a good Chinese or Indian restaurant by the number of customers from that community, Tilda used the same principle. They now maintain their relationship with ethnic audiences through very targeted bespoke advertising and marketing campaigns specific and relevant to each community whilst advertising their range and expertise in creating authentic trusted products to mainstream audiences,” says Raheja.
