Minute® and Success® Rice Select FKM as Agency of Record
March, 2012 (Houston) - Minute® Rice, the nation’s first precooked rice, and Success® Rice, the original Boil-in-Bag Rice, awarded Houston-based independent FKM as its agency of record. Responsibilities will include brand planning, creative development, media planning and buying, and public relations. The agency’s first assignment will be the execution of a national campaign this summer to launch a new product.
“We recognized the tremendous and thoughtful work that FKM has undertaken to rebuild its brand through its Utility of Ideas and we wanted to work with a team that generates great ideas,” said Paul Galvani, vice president, marketing for Riviana. “It is exciting to return to an agency and people we know as well as to see and experience the positive changes that will impact our business.”
Minute® and Success® Rice are owned by Riviana, one of America’s largest processors, marketers and distributors of branded and private label rice products. Its principal brands include Minute®, Success®, Mahatma®, Carolina®, and Gourmet House®. The company has been the industry leader in marketing and processing of consumer rice products since 1911.
Riviana Foods is a wholly-owned subsidiary of Ebro Foods, S.A., the leading Spanish food group, with interests in rice and pasta products. It is the world leader in the rice sector and is the world’s number two pasta manufacturer. Ebro’s other subsidiary in the U.S., New World Pasta Company, offers such well-known brands as Healthy Harvest®, Ronzoni®, San Giorgio®, Creamette®, American Beauty®, Skinner®, Prince®, Catelli® and Lancia®.