With Rice-A-Roni The Flavor Says It All

Agency Mekanism's latest work for Quaker's Rice-A-Roni titled, The Flavor Says It All is the next campaign for Rice-A-Roni’s Heat & Eat rice. 

This latest work comes after the success of Mekanism and Rice-A-Roni’s first campaign, Micro-rave, where Mekanism was brought on to modernise the 70-year old jingle. After releasing the song as an audio on TikTok with the branded hashtag #MicroravewithRoni, the challenge went viral and saw over 2.2M hashtag challenge submissions.

The Flavor Says It All will run from now until August 7 across YouTube, Spotify, Pinterest and Instagram. The campaign focuses on a family’s reaction to tasting the rice, but the video is silent and all thoughts are subtitled because the flavor says it all.

Mekanism Chief Creative Officer, Ian Kovalik said: “Silence is one of the highest compliments you can pay to any chef. It’s that indulgent silence that we thought would make a memorable way to convey ‘flavour’ and show the famous Rice-A-Roni brand in a new way. The spots are awkwardly silent and we love that. It allowed us to add a little humour through subtitling, to play up the brand’s refreshed modern look, and to put the final focus on the brand’s most notable asset, its famous jingle. It’s an unexpected twist on flavour and a fun way to make people look differently at a strong legacy brand.”