Za: media designed and organized a food blogger event in order to gain more attention for the manufacturer of basmati rice “Tilda” in Germany. The “Tilda Basmati Rice Challenge” invited food bloggers from Mannheim and Heidelberg to compete against each other with the most creative rice recipes. A new Facebook page announced 10 selected recipes, their inventors and the event itself. In the culinary school “Cookst Du!” in Eppelheim near Heidelberg, the 10 food bloggers finally competed against each other in a showcase staged with media attention.
The task was to conjure up a fancy main course and a dessert with basmati rice within 90 minutes and garnish it decoratively. The result was evaluated by a jury. Among the judges were Hamburg based blogger, Jasmine Kedenburg, ambitious amateur chef, Tom Mackenroth, and culinary school chef, Bernhard Schädlich. The winning team could look forward to a trip to London including a visit to the Tilda rice mill.
Photos of the submitted dishes and the picture material of the event spread like wildfire through all social media channels. Not only za: media, but also the bloggers themselves posted and shared all they had. Therefore, maximum attention was achieved, which had a positive effect on all participants.