Concept driven, creative magazine advertising campaigns for Australian food company Riviana.

Case Study

Percept have been Riviana’s creative agency for many years and have helped them relaunch their food service division.

Once Percept had redesigned all of Riviana’s brand packaging and website, the next step was to create magazine ad campaigns to promote their varied range of food products.

Percept decided to go for a simple and clear approach for best results.

White backgrounds were used to show the new packaging design in an uncluttered environment so their customers became familiar with the new look.

A conceptually driven photograph becomes the hero of each ad which is backed up with a simple and witty headline which clearly communicates the client’s desired message with a sense of fun.

Each magazine ad has a consistent layout and is well branded to reinforce the Riviana name with every ad that appears in these industry publications regardless of the subject matter.

Since the relaunch, Riviana informs us that their magazine ads have been getting great results!

They attribute the success to the fact that conceptual nature of the campaigns help to achieve cut-through in an environment where the advertising tends to be a little more straight-forward.

Because of this, they are happy they elected to put their press advertising in the hands of an experienced creative agency, as it has seen a good return on their investment.