What will Canadians eat During Canada Day Celebrations?

June 30, 2010

“Beavertails, beer and bacon work as a snack,” says Tricia Ryan, Director of Marketing for riceworks® Gourmet Brown Rice Crisps. “But riceworks® better!” Ms Ryan is issuing a challenge to Canadians this summer to see how her company’s snack works even better than their own.

It starts on Canada Day. Brand ambassadors of riceworks® will be working the crowd in Confederation Park in Ottawa this July 1, 2010. Handing out free samples, the riceworks® team will challenge snack lovers with the declaration: “‘Your snack works – riceworks® better.”

“We’ve seen it work with Jamie Oliver’s new program. Going one-on-one locally lets you explain the benefits of healthier snacking without finger wagging,” Ms Ryan says. Owned by Shearer’s Foods Inc., riceworks® producers want Canadians to “think positively about snacking.” With no trans fats, no additives, no wheat or gluten and 33% less fat than most chips, the snack readily backs up its claim.

The free sampling in the nation’s capital on Canada Day is just the beginning. Brand ambassadors will also direct participants to demonstrate online “How riceworks® Better” for them.

Would you shoot a 1-minute video of yourself skydiving while snacking on riceworks® crisps? Or compose a limerick using riceworks® in a recipe? Either endeavor constitutes a viable entry for the How riceworks® Better contest. The grand prize? Enough riceworks® product to fulfill the winner’s suggestion, plus $4,000.

Contestants enter at www.howriceworksbetter.com anytime before midnight on September 30, 2010. They can type their entry there or add a link to a video or audio file. Entries can be up to 300 words or one minute long. Monthly over the summer, an independent panel of judges will select what they deem the best. Entries will be scored for: originality, 50% and creativity, 50%.

July 1 is also the launch of the riceworks® recipeworks cookbook contest

Do you ever cook with riceworks®? If “How riceworks® Better” for you is in a unique recipe, you may want to enter the popular snack’s other contest at www.riceworksrecipeworks.com . Running concurrently, “riceworks® recipeworks” will select 50 recipes containing riceworks® to appear in a cookbook coming out in time for the holidays. Proceeds will go to charity.

“It’s the next step in an ongoing campaign which riceworks® started just before last year’s holidays,” reminisces Ms Ryan. “That contest, ‘Show Us Your Goodness’, also raised funds for charity.”

This year, however, these snack marketers are combining efforts to maximize the noise. By blending ‘riceworks® recipeworks’ and ‘How riceworks® Better’ with outdoor summer promotions like the celebrations in Ottawa on Canada Day, Ms. Ryan and the riceworks® team hope to affect how Canadians eat.

“Not that there’s anything wrong with beer and bacon,” says Ms. Ryan. “It’s just that riceworks® better!”

About Shearer’s Foods, Inc.
A manufacturer of branded and private label snack foods including potato chips, tortilla chips and extruded snacks, Shearer’s Foods, Inc. recently purchased Snack Alliance Inc. The firm’s signature product, riceworks® Gourmet Brown Rice Crisps, is a tasty and popular whole grain gluten-free snack that has won kudos from snack lovers in the United States, Canada and Great Britain. For more information about the product visit www.riceworks.com


For more information contact:
Tricia Ryan
Shearer's Foods Canada, Inc.
Phone: 800-665-3880
Email: tricia@themarketingchefs.com
Website: www.howriceworksbetter.com

Click here to view our Sources Listing:

Tricia Ryan, M.B.A., Author, Speaker, Small Business Coach

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