Riviana Foods Inc.

Ana Del Campo, Sr. Brand Manager

ALMA DDB. *Lead Agency

Luke Roberts, Sr. Strategic Planning Director
Michael Sotelo, VP, Digital Content and Experience Strategy
Lucille Gratacós, Sr. Account Director
Adriana Piñeda, Account Supervisor
Jaume Rodríguez, Creative Director/Copy
Bruno Trad, Creative Director
Alejandra Calle, Content Creator
Jorge Mercado, Consumer Connections, Director
Jay Rivera, Executive Producer
Luis Miguel Messianu, Chairman
Isaac Mizrahi, Co-President & CEO
Alvar Suñol, Co-President & CCO
Angela Rodriguez, SVP, Head of Strategy
Michelle Headley, EVP, Operations & Production
Angela Battistini, EVP, Account Management
Yeyo Marquez, VP, Head of Production
Juan Manuel Negrón, Copywriter
Luis Martinez, Art Director
Caitlyn Becerra, Mac Artist
Jennifer Eirea, Head of Studio
Natalia Plazas, Producer
Karen Padrón, Project Manager

Spark Foundry

Meegan Flanigan, Vice President Client Strategy & Planning
Ligia Sanchez, Director Media Strategy
Lisa Muller, Supervisor Client Lead Investment
Maria Rubio, Digital Senior Manager
Andrea Martinez, Account Manager
Angela Suarez, Account Planner

The Salmon Factor

Pablo González, CEO
Juan Benítez, CMO

Riviana wanted to connect with Latino culinary explorers and young people preserving family recipes, while adding their own modern take. We wanted to rebrand rice from a boring staple to a blank canvas they can use for expression. Our campaign challenged culinary explorers to “unfollow la receta” (unfollow the recipe), adding their personal twist to rice dishes. We did this by showing that although recipes evolve with each generation, their essence never dies. This effort more than tripled brand awareness and preference, leading to an impressive 28% sales lift.