BASF Rice Campaign

Strategy, Scripts & Creative Concepts

Challenges: The year 2024 was especially challenging for Brazilian rice growers, particularly in the Southern region, one of the country’s main rice-producing areas, due to the severe flooding that impacted the state. During this period, BASF sought to strengthen its relationship with rice producers by placing the customer at the center of its strategy and positioning the company as the leading reference in rice solutions. The goal was to strengthen rice culture through targeted messaging that engages both rice growers and consumers.

Solutions: Using the concept #Arrozpratododia, the campaign was built around a double meaning inspired by the original Portuguese expression: both “for every day,” highlighting the importance of rice in the daily lives of Brazilian families, and “dish of the day,” reinforcing its presence in restaurant meals and culinary culture.

The communication strategy was aimed at both consumers and rice growers. For consumers, the campaign emphasized the nutritional and cultural value of rice consumption. For rice producers, the focus was placed on the consistency of BASF’s portfolio and agricultural solutions, highlighting strong reasons to trust the brand and reinforcing confidence in its expertise and long-term partnership with growers.

The campaign extended across multiple media channels and agricultural events, but gained its strongest digital presence primarily on Instagram, where the hashtag #arrozpratododia generated hundreds of posts and thousands of interactions, and on YouTube, where long-form content achieved significant reach and engagement.

[embed]Concept Video

Campaign Presentation and Public Relations Initiatives

Rice Legacy Activation

Web Series: The Legacy Behind Every Harvest

One of the campaign’s main highlights was the web series featuring the story of the Silveira family, a four-generation Brazilian farming family represented by Maria Cecília and her father, Ladislau, who share what rice farming means to them and recount their successful journey alongside BASF. The web series achieved significant reach, impacting more than 200,000 people, with strong engagement rates, generating positive business results and strengthening BASF's brand loyalty. All episodes of the web series can be watched in full with automatically generated English subtitles on YouTube.

[embed]Web Serie EP.01 — Family Tradition

[embed]Web Serie EP.02 — Succession Challenges

[embed]Web Serie EP.03 — From Generation to Generation

[embed]Web Serie EP.04 — Innovation for the Future

[embed]Web Serie EP.05 — Unity That Transforms

[embed]Web Serie EP.06 — Cultivating the Legacy, Full Story

BASF Recipe Series

Another positive highlight of the campaign was the BASF Recipe Series, featuring traditional Brazilian recipes from different regions of the country, all prepared with rice by invited chefs. More focused on end consumers than on producers, the initiative achieved excellent reach, impacting more than 130,000 people.

[embed]BASF Recipe Series — Carreteiro Rice

[embed]BASF Recipe Series — Rice Kibbeh

[embed]BASF Recipe Series — Rice with Pequi

Role & Contribution

In addition to contributing to the campaign’s creative direction and strategic planning, I was responsible for all video scripts and creative video guidelines.