Arroz Super Extra

El Grano Extra

Agency: Grey


Arroz Super Extra, the #1 Ecuadorian rice brand and the official rice of international brands such as KFC and American Deli, bets on competitive spirit to distinguish itself among its contenders.

The promotional campaign, El Grano Extra, features luxury prizes and experiences with a special caveat: your bag of rice must contain a winning grain. There are over 20 special grains of rice, each hand painted with miniature designs of the prizes, which include airline tickets, cruises, a trip to the Galapagos, smart phones, laptops, and smart watches. Exclusively for the promotion, Arroz Super Extra redesigned its packaging to a striking all black, distinguishing it from other brands across supermarkets in Ecuador.

Using acid humor, the television campaign displays a series of vignettes showcasing the length people will go to for a winning grain of rice. Social media content, including influencers, round out the campaign.

This professional campaign titled 'El Grano Extra' was published in Argentina, Brazil, and Ecuador in April, 2024. It was created for the brand: Arroz Super Extra, by ad agency: Grey. This Film medium campaign is related to the Food industry and contains 4 media assets. It was submitted 9 days ago.


Client: Super Extra

Agency: Grey Ecuador, Brazil and Argentina

Global CCO: Gabriel Schmitt

Global Creative Partner: Diego Medvedocky

CCO: Pipo Morano, Manir Fadel, Hernán Kritzer

ECD: Gonzalo Fernández, Juan Ure, Joao Caetano.

Creative Director: Matías Aguilu, Francisco Ibarrola, Samantha Coronel, Andrés Monge

Head of Art - Daniel Chonillo

Art Director - Jonathan Aguiar, Guilherme Portugal

Copywriter: Lucas Saicali

Global Craft Partner: Costanza Rossi

Global Head Creative Excellence: Maru Sokolowski

Global Production Partner: Jessica DeVirgilis / Emiliano Alvarenga

Sr. Creative Manager, Global Team: Catrina Ramos

Grey Ecuador

General Manager: Hugo Garcia

Comercial Manager: Diego Garcia

Jefe Canal Moderno: Ricardo Poveda

President / Chief Executive Officer: Eduardo Maruri / Fausto Maruri

Account Executive - Andrés Fernández

Business Manager: Daniela Ubilla

Public Relations: Steffanía Bustamante

Camara: Juan Carlos Gonzáles – Cámara

Photo: Xavier Cuesta

Editor: Leonardo Suárez/Pablo Hurtado

Sound: Johnny Vera

Production Company: Landia

Director: Tomi Quartino

Executive Producer: Diego Dutil, Juan Manuel Cuervo

Producer: Jose Fogwill

DOP: Mariano Monti

Art Director: Magdalena Diez

Assistant Director: Diego García

Costume: Yael Baltar

Hair & Make-Up: Tatiana Saba

Oleoducto de Cr...


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