Creating a community and content for Veetee Rice

Thanks to it’s innovative technology, Veetee rice is the best tasting microwavable rice in the UK. The task set by the Veetee team was to seed the brand socially and showcase the versatility, ease and quality of the rice.

We knew the brand had limited digital assets, so in a quest for content, we launched the Veetee blogger community, a network of influencial foodie bloggers. Here, we challenged each of the bloggers to use the Veetee products to develop quick, easy and family-friendly recipes as well as featuring the exclusive Veetee blogger community badge on their blogs.

It was wonderful teaming up with Veetee and re-create a family favourite recipe, Indo Chinese Fried Rice. The microwavabke rice packs are a life / time saver when you really don’t have time to cook anything elaborate.

Sandhya Hariharan Blogger Sandhya's Kitchen
Members of the community enjoyed a range of exclusive benefits including access to new Veetee products before they hit the shelves, surprise seasonal hampers and exposure on Veetee’s social media channels and digital networks to help grow their own audiences.
Over 26 foodie bloggers participated in the community, including Fuss-Free Flavours, Hungry Happy Healthy, Celery and Cupcake, The Worktop and The Veg Space. Each blogger developed a unique Veetee recipe and shared a combined total of 77 social media posts. Overall, this generated a total reach of over 1.5m, 15,500 direct consumer engagements and 26 readibly available new recipes for the Veetee team to use across the brand website and social media channels.

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