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Rice-A-Roni

RICE-A-RONI RECRUITS A HALL OF FAMER

Rice-A-Roni and Pasta Roni were getting overlooked at dinner — which made zero sense because both are perfect for large families pressed for time and money. They needed a breakthrough idea. Something that would remind people of their San Francisco heritage. They needed Jerry Rice. Through a partnership with the iconic Hall of Famer, they created “Team Jerry,” a winning lineup that included in-store displays, retailer tool kits, a sweepstakes, and custom video content. The content even ran during the Super Bowl to make both brands part of the conversation and get them on grocery lists from coast to coast.