Arroz Super Extra

The "Extra" Grain

Agencies: Grey Argentina Maruri Grey Brazil



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 'The "Extra" Grain' was published in Argentina, Brazil, and Ecuador in April, 2024. It was created for the brand: Arroz Super Extra, by ad agencies: Grey Argentina, Grey Brazil, and Maruri. This Experiential and Film media campaign is related to the Food industry and contains 4 media assets. It was submitted 20 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


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