Highlights:
- Tilda dominated Outernet at Tottenham Court Road for six days during its Chinese New Year campaign.
- Traditional lion dance and drum performances took place across Piccadilly Circus and Leicester Square.
- The campaign was delivered in partnership with USA Rice to promote Tilda’s Premium USA Long Grain 20kg.
Tilda marked Chinese New Year with a large-scale Central London activation centered on visibility, cultural engagement, and wholesale promotion. The campaign featured a six-day takeover of Outernet at Tottenham Court Road and live lion dance performances in key locations including Piccadilly Circus and Leicester Square.
The initiative positioned Tilda at the center of one of the most significant cultural celebrations in the UK, reinforcing the brand’s presence across both retail and wholesale markets.
According to Circana data, Tilda is the UK’s number one rice brand by value. The Chinese New Year campaign formed part of its broader strategy to invest in high-traffic cultural moments that align with consumer demand and trading peaks.
Tilda dominates Outernet during Chinese New Year
As part of the campaign, Tilda secured a six-day domination of Outernet at Tottenham Court Road. The large-format digital screens provided continuous brand visibility in one of London’s busiest destinations.
The activation ensured that Tilda remained prominent throughout the festive period, reaching commuters, shoppers, and visitors in Central London.
The Outernet takeover formed the core of the campaign, giving Tilda sustained exposure at scale during a key trading window. Chinese New Year is a major sales period for rice products, particularly within wholesale and restaurant sectors, making the timing commercially significant for Tilda.
By investing in a high-profile media location, Tilda strengthened brand awareness among diverse audiences while reinforcing its association with culturally important events.
Tilda stages lion dance performances across Central London
Alongside the digital activation, Tilda organized traditional lion dance and drum performances across Piccadilly Circus and Leicester Square. The performances drew large public audiences and aligned the Tilda brand with long-standing Chinese New Year traditions.
Lion dances are a central part of Chinese New Year celebrations, symbolizing good fortune and prosperity. By staging performances in prominent public spaces, Tilda connected directly with communities celebrating the festival, as well as with wider London audiences.
The combination of live cultural performance and large-scale digital media created a multi-channel presence for Tilda during the celebration.
Tilda partners with USA Rice to promote Premium USA Long Grain 20kg
The campaign was delivered in partnership with USA Rice and focused on promoting Tilda’s Premium USA Long Grain 20kg pack. The 20kg format is widely used by wholesale customers and restaurants, particularly during peak festive periods when demand increases.
By aligning the product promotion with Chinese New Year, Tilda targeted a key consumption moment for rice, reinforcing its relevance across professional kitchens and foodservice operators.
The partnership with USA Rice further highlighted the supply chain and sourcing aspect behind Tilda’s product offering. The campaign ensured that Tilda’s Premium USA Long Grain 20kg remained front of mind for buyers during an important trading window.
Tilda highlights commitment to cultural moments
Anna Beheshti, head of Marketing at Tilda, said:
“Cultural moments are central to how we build and grow the Tilda brand. Chinese New Year is both an important celebration and a key trading period, and this year we invested boldly to ensure strong visibility at scale. We wish everyone celebrating a very happy and prosperous New Year.”
The statement reflects Tilda’s approach to linking commercial objectives with cultural engagement.
Chinese New Year has over 3,000 years of history and has been celebrated by the British Chinese community in the UK for more than 200 years. For Tilda, the occasion represents both a community celebration and a business opportunity.
