Warm Blanket Award #1: Minute Rice
On the heels of last week's inaugural feature of Maternal Instinct's Wet Blanket Award, we now highlight a company that markets masterfully to moms, with our first-ever Warm Blanket Award.
And the winner is...
This campaign has been running for over a year now and no-wonder why: it's a big idea with a simple premise that can be adapted for seasonality.
The copy writes itself, lifted from the endless to-do lists of moms everywhere: makes kids' lunches, call plumber about garbage disposal, get a haircut, spend 20 minutes on treadmill and so on. During the holidays, I noticed they adapted the copy to include items like untangle Christmas tree lights and sew costumes for holiday pageant. The only shot of color on the page is the box, the URL and the simple promise: We can help.
One of the things I love about this campaign is that the ad agency behind it (Barkley U.S. based out of Kansas City) managed to fly it up the flagpole at all. After years spent sitting in hundreds of concept presentations, I can only imagine the litany of comments a concept like this might inspire:
"Why is the box so small?"
"No one will read all that type."
"But you haven't told them about all the recipes we have online!"
"Shouldn't we tell them we make brown rice, too?"
The Minute Rice people either don't suffer from this myopia (a.k.a. kitchen-sink marketing), or they have stellar account people at Barkley to diffuse such criticism. Possibly both.
The reason this campaign succeeds is that it shows that in the course of a hectic day, one product which can be made in 60 seconds answers a daily need on the list: feed the family. And it does so by showing a keen understanding of women's real, everyday lives, pet hair and all.
Kudos, Minute Rice. Please leave your thoughts and opinions in the comments section below, even if -- no, especially if -- you don't agree with what I've written.