Blue Ribbon Rice launches integrated ad effort.

After a successful 2009 Blue Ribbon rice, a brand of American Rice Inc., is launching a fully integrated effort via agency of record alPunto Advertising.

The effort includes TV, radio, print, outdoor, web, and social media. Two key aspects of this effort show an increased involvement from Blue Ribbon with the Hispanic market: the use of TV personality Elva Saray as the spokesperson for Blue Ribbon and the addition of lifestyle components to what the brand offers consumers.

Blue Ribbon Brand Manager Sandra Ramirez states, “This year we have expanded our efforts not only geographically but also in the extent of consumer communication. We will be adding quarterly promotions and events throughout the year and we will be connecting at an emotional level with our target’s lifestyle. Blue Ribbon will be by their sides in the kitchen and in their lives. We are very excited about the programs we have lined up!”

According to alPunto Advertisings Chief Business Strategist, Enrique Turegano, “Our goal this year is to make Blue Ribbon be much more than rice – it will become a lifestyle partner to our consumer and connect with them at a higher level than ever before. We also have a few partnerships planned that will help us connect even deeper with our consumers.”

This month a new Blue Ribbon website was launched (www.arrozblueribbon.com) to enhance a dialogue with the brands consumers.