Tastic Rice Celebrates the Generosity of Everyday for Joyous Campaign

Tastic Rice’s new TVC from FCB Joburg is a beautifully cast and shot reminder of people’s innate generosity, and how much that generosity shapes our everyday lives. 

Created by creative director Bonolo Modise, copywriter Junior Mokoma and art director Motlagole Nthite, the TVC builds awareness for the brand’s new campaign, and demonstrates why Tastic is ‘More than just rice’ by building an emotive connection with the consumer, and underpinning this with Tastic’s functional credentials. 

The 59-year-old Tiger Brands product is an iconic staple in South African kitchens. It has held the number 1 spot in The Sunday Time’s Top Brands Essential Foods category for over 20 years.

“Tastic Rice appeals to people who take pride in the meals they prepare for themselves, families and friends because these meals represent their love for them and an acknowledgement of the fact that they deserve better things in life,” explained Tiger Brands marketing director, Thembi Sehloho. 

“And, Tastic knows the world would be a better place if we all acted with a spirit of generosity. So, we challenged FCB Joburg to bring the ideal of ‘Tastic Generosity’ to life for the brand, while still communicating its credentials.”

“The agency’s response was to show that, in a world where Tastic exists, there is generosity all around us,” said Bonolo Modise creative director - FCB Joburg.

“No matter the walk of life you’re from, Tastic is the only rice brand that fills our lives with comfort, care, love and so much more. It’s not just rice on your plate. It’s the life unfolding around it. It’s more than just rice. It’s Tastic,” she said.

The 30-second TVC is flighting on ETV, and SABC and DSTV channels while a 60-second version is being used online. It was shot in Dube, at the Dube Bus Terminal, in Jeppestown and at the Kilburn Shopping Centre over two days by Kyle Lewis from Egg Films. Post-production was by Left Post Production, Fuelcontent and Produce Sound.