It can be a challenge to do memorable work for CPG brands. Especially if they’re a historically conservative brand like Rice-A-Roni. But I’m always up for a challenge. Actually, in many ways these type of projects can be even more creatively rewarding because nobody seems to expect too much. But to me, this is the perfect time to do something surprising. Having worked on several campaigns for this brand, the client’s trust grew as each proved successful in sales. From a new product line using natural ingredients and flavors from around the world to a new microwavable rice that’s not just fast, but actually tastes good. Even a new product that’s “dangerously cheesy.” Sounds tempting, doesn’t it?