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Rice brand Tilda has launched a campaign celebrating steamed rice in all its fluffy goodness.

"I can make everything nice, with Tilda steamed rice", an amateur chef declares as freshly-microwaved rice steams up his glasses. The rookie cook goes on to create stir fries, burritos and fish dishes, prompting the tagline: "Elevate your plate." 

The £1m campaign launches today across TV and social, marking Tilda’s biggest investment in advertising to date. It was created by Rosie May Bird Smith and directed by Guy Manwaring through Merman. Media is handled by Goodstuff.

In 2018, Tilda unveiled a campaign showcasing the many cultures that use its rice in the kitchen, in the brand’s first work by Havas London.