Minute Rice - Take a Minute

Minute Rice: The Emotional Platform That Redefined Convenience

Client Category
Food & Beverage · CPG · Grocery

Services Provided
Brand Strategy · Positioning · Messaging · Campaign Creative · TV & Video · Digital · Social · Research · Media

Business Challenge

Minute Rice dominated awareness but lacked meaning.
Consumers saw it as a convenient commodity — not a brand with heart.

We needed to transform utility into emotion,
and speed into something deeper.

Strategic Insight

People weren’t looking to save time.
They were looking to make time — for family, for connection, for moments that mattered.

The brand’s real role wasn’t convenience.
It was creating space for what really counts.

Creative Solution

“Take a Minute” became a gentle cultural invitation:

• TV and digital films showing small moments made possible by quick meals
• Messaging rooted in presence over productivity
• A visual language that balanced warmth with modern simplicity

Minute Rice became the brand that gave time back.

Results

• Ready-to-Serve segment grew +14% during campaign
• Competitor declines created additional share swing
• CTR 2× category benchmark
• Household penetration increased
• Strong lifts in brand trust, reliability, and emotional relevance

Category Takeaway

Convenience brands win when they connect speed to significance.
Minute Rice stopped selling “faster meals” and started selling better moments.