Barkley Named AOR for Riviana Foods, Inc.
08/16/2007
(KANSAS CITY) – Following a review, Barkley has been named the agency of record for Riviana Foods Inc., the largest marketer of rice in the U.S. Scope of services includes broadcast, radio, print, public relations and interactive. The agency will also manage Riviana’s national media planning and buying.
In October 2006, Ebro Puleva, S.A., the parent company of Riviana Foods Inc., purchased the Minute® Rice brand and assets in the United States and Canada from Kraft Foods Global Inc. Barkley will integrate Minute® Rice into the food marketer’s larger instant rice portfolio, which includes Success® Rice. As part of the integration, the agency will communicate the launch of the new Minute® Rice Ready-to-Serve products, which offers consumers a single serving microwaved in 60 seconds.
In addition to Minute® Rice, Barkley will also develop a new brand position and communications strategy for Success® Rice.
“Considering Riviana Foods’ diversified brand offering, we sought an agency that could effectively balance our collective marketing goals,” said Paul Galvani, Vice President of Marketing, Riviana Foods. “In Barkley, we found an agency that was able to demonstrate a decentralized approach to integrated communications.”
“We are proud to be partnering with Riviana Foods,” said Brian Brooker, CEO and Chief Creative Officer, Barkley. “Our efforts on their behalf will continue to solidify their leadership position in the rice category.”
About Riviana Foods Inc.
Based in Houston, Texas, Riviana Foods Inc. (www.riviana.com) is one of the largest processors, marketers and distributors of branded and private label rice products in the United States. Principal brands include Mahatma® (www.mahatamrice.com), Minute® (www.minuterice.com), Success® (www.successrice.com), Carolina® (www.carolinarice.com), Water Maid® (www.watermaidrice.com), River® (www.riverrice.com), S & W® (www.s-and-wrice.com), and Gourmet House® (www.gourmethouse.com. Riviana is a wholly owned subsidiary of Ebro Puleva, S.A., the leading Spanish food group, with interests in sugar, dairy, rice and pasta products. Its brands include Puleva® diary products, Azzucarera® sugar, the Cigala®, Brilliante®, and Nomen® rice brands and Panzani® pasta, as well as, New World Pasta Company products, including Ronzoni®, San Giorgio®, American Beauty®, Healthy Harvest®, Skinner®, Prince®, Creamette® and Catelli® brands.
About Barkley:
In October 2006, Ebro Puleva, S.A., the parent company of Riviana Foods Inc., purchased the Minute® Rice brand and assets in the United States and Canada from Kraft Foods Global Inc. Barkley will integrate Minute® Rice into the food marketer’s larger instant rice portfolio, which includes Success® Rice. As part of the integration, the agency will communicate the launch of the new Minute® Rice Ready-to-Serve products, which offers consumers a single serving microwaved in 60 seconds.
In addition to Minute® Rice, Barkley will also develop a new brand position and communications strategy for Success® Rice.
“Considering Riviana Foods’ diversified brand offering, we sought an agency that could effectively balance our collective marketing goals,” said Paul Galvani, Vice President of Marketing, Riviana Foods. “In Barkley, we found an agency that was able to demonstrate a decentralized approach to integrated communications.”
“We are proud to be partnering with Riviana Foods,” said Brian Brooker, CEO and Chief Creative Officer, Barkley. “Our efforts on their behalf will continue to solidify their leadership position in the rice category.”
About Riviana Foods Inc.
Based in Houston, Texas, Riviana Foods Inc. (www.riviana.com) is one of the largest processors, marketers and distributors of branded and private label rice products in the United States. Principal brands include Mahatma® (www.mahatamrice.com), Minute® (www.minuterice.com), Success® (www.successrice.com), Carolina® (www.carolinarice.com), Water Maid® (www.watermaidrice.com), River® (www.riverrice.com), S & W® (www.s-and-wrice.com), and Gourmet House® (www.gourmethouse.com. Riviana is a wholly owned subsidiary of Ebro Puleva, S.A., the leading Spanish food group, with interests in sugar, dairy, rice and pasta products. Its brands include Puleva® diary products, Azzucarera® sugar, the Cigala®, Brilliante®, and Nomen® rice brands and Panzani® pasta, as well as, New World Pasta Company products, including Ronzoni®, San Giorgio®, American Beauty®, Healthy Harvest®, Skinner®, Prince®, Creamette® and Catelli® brands.
About Barkley:
Barkley is the largest employee-owned agency of its kind. Founded in 1964, the company has 300 partners offering a full range of marketing communications services including advertising, public relations, cause branding, sponsorships & events, relationship marketing, social media, design, media planning & buying, motion graphics, research and interactive marketing. Barkley is headquartered in Kansas City with field offices across the nation.
