Description
What could possibly make people talk about rice? A police stop.
We launched the promotion by showing Mustafá, Roa’s character, being fined with the longest ticket people had ever seen. The internet reacted immediately.
Then we clarified:
it wasn’t a fine.
It was a receipt.
That receipt unlocked Receipt, Chat & Win with Roa:
buy COP $20,000 in Roa products, chat on WhatsApp, validate your receipt and get money back instantly — with the chance to win Segway scooters.
By turning a fake scandal into a real promotion, we transformed conversation into conversion and made an everyday purchase worth talking about.
This professional campaign titled 'Factura, Chatea y Gana con Roa (Receipt, Chat & Win with Roa)' was published in Colombia in January, 2026. It was created for the brand: Arroz Roa, by ad agency: Zelva Agency. This 360°, Digital, and Film media campaign is related to the Confectionery, Snacks and Food industries and contains 8 media assets. It was submitted 1 day ago by Creative Director: Felipe Miranda of Zelva Agency.
Credits
Advertising Agency: Zelva Agency
Chief Creative Officer: Hamilton Peña
Creative Directors: Felipe Miranda, Wilmar Daza
Art Directors: Wilmar Daza, Sofía López
Copywriters: Daniel Muñoz, Luis Felipe Hernández, Felipe Miranda
Production Company: El Parche Films
Account Executive: Laura Camila Gutiérrez
