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Rice-A-Roni

RICE-A-RONI RECRUITS A HALL OF FAMER

Rice-A-Roni and Pasta Roni were getting overlooked in the grocery aisle — which made zero sense because both are perfect for families pressed for time and money. They needed a breakthrough idea. Something that would remind people of their brand's San Francisco heritage. They needed Jerry Rice. Through a partnership with the iconic Hall of Famer, they created “Team Rice,” a winning lineup that had quite the presence — on in-store displays, retailer tool kits, a sweepstakes, and custom video content. The content kicked off at the beginning of the regular season but even made it to the Super Bowl - making Roni part of the conversation and getting them on grocery lists from coast to coast.