London – Tilda marked Chinese New Year with a high-impact Central London activation, led by a six-day domination of Outernet at Tottenham Court Road.
The premium digital takeover is on track to deliver approximately 1.15 million impressions, contributing to a projected total of around 9.1 million impressions across out-of-home and social media.
To celebrate the occasion, Tilda staged a traditional lion dance and drum performance across Piccadilly Circus and Leicester Square, drawing spectators and members of the public into a vibrant Chinese New Year celebration.
Delivered in partnership with USA Rice, the campaign promotes Tilda’s Premium USA Long Grain 20kg, a key staple for wholesale & restaurant customers during the festive period.
As the No.1 brand in Total Rice by value in the UK*, Tilda continues to invest at scale in culturally significant occasions that drive visibility and engagement across retail and wholesale.
Anna Beheshti, Head of Marketing at Tilda, said: “Cultural moments are central to how we build and grow the Tilda brand. Chinese New Year is both an important celebration and a key trading period, and this year we invested boldly to ensure strong visibility at scale. We wish everyone celebrating a very happy and prosperous New Year.”
*Source: Circana Total Rice, Pulses, Grains & Lentils Database, Value Sales, 52 weeks to 27.12.25, All Outlets.
Manish Tiwari, Founder Here&Now365, on the occasion said: “At Here & Now 365, we are passionate about our work with Tilda to bring culture and community together through authentic brand partnerships. Chinese New Year is a celebration with over 3,000 years of history, carried forward in the UK for more than 200 years by the British Chinese community. Tilda Long Grain USA Rice by its presence today proves that the best marketing is steeped in consistency and culture with showing up where it has relevance.”
Comments are closed, but trackbacks and pingbacks are open.