RICE-A-RONI “MEAL MAKER” TROLLEY TOUR
[ STRATEGY x BRAND x ACTIVATION ]

CONTEXT
GERTRUDE revitalized the Rice-A-Roni brand for the launch of its new Heat & Eat products with an integrated, modernized take on the famous San Francisco trolley. We created a four-month-long coast to coast “Meal Maker” trolley tour that visited six major cities. Collaborating with and spotlighting a local chef gave the idea a super-relevant local touch, earning billions of impressions and getting Rice-A-Roni back in the mouths (and hearts) of a new foodie-focused generation. We fabricated a modernized trolley to host each tasting, integrating the brand message with social feed-worthy details for a seamless, delicious brand experience.

WHAT WE DID
Brand Strategy, Branding, Advertising, Structural Design, Fabrication, Experiential

OUTCOME
6 Landmark U.S. Cities
4 Months
1B+ Impressions
60K Samples
4 New Products Launched

RICE-A-RONI x ACTIVATION

GERTRUDE reimagined and activated the Rice-A-Roni brand’s famous San Francisco heritage to win a new generation of fans for its modernized Heat & Eat products.

We created a unique “Meal Maker” trolley tour that would bring the newest “Heat & Eat” flavors of the San Francisco treat to six cities, coast to coast, over four months.

All aboard! The campaign backbone was a working, modernized take on the famous San Francisco trolley, inviting people to get up close and personal with the brand.

Collaborating with local chefs, the “Meal Maker” tour offered a new generation of consumers tastes of the delicious possibilities of the brand’s newest flavors.

RICE-A-RONI “MEAL MAKER” TROLLEY TOUR[ STRATEGY x BRAND x ACTIVATION ]

RICE-A-RONI “MEAL MAKER” TROLLEY TOUR
[ STRATEGY x BRAND x ACTIVATION ]