RICE-A-RONI

STRATEGY X BRAND X ACTIVATION

INPUT

The ask was simple: Reimagine Rice-A-Roni’s heat and eat products for a new generation of fans—while paying homage to the brand’s San Francisco heritage. GERTRUDE knows simple doesn’t mean small, so we went big.

OUTCOME

All aboard the “meal maker” trolley—a fully functional San Francisco trolley designed, fabricated, and sent on a four-month six-city tour, coast-to-coast.

Collaborating with local chefs, the tour offered a new generation of consumers a taste of all the delicious possibilities of the brand’s four newest flavor launches.

1B+ impressions. 60,000 samples distributed.