Bosto
Chopsticks
Rice is just rice. Bosto is a feeling.
Bosto has been Belgium’s leading rice brand for a while now. And it still sees potential to grow. The biggest obstacle is the cheaper private labels. To most people, rice is just rice. Why pay more for a brand?
Our RGM research confirmed it: people don’t believe branded rice tastes any different. On product attributes, Bosto couldn’t win. On emotion, it had everything to gain. Because private labels make people feel next to nothing. Brands can make them feel a lot.
We organized a series of workshops with the Bosto team to develop a new positioning built entirely on emotion. More than a love brand, we wanted to turn Bosto in to a goosebumps brand. One that people choose for how it makes them feel. Not just for what’s in the box or bag.
Results
The new positioning resulted in a heartfelt, 100 second film that mentioned the brand just once, in the end. The story did the rest. And it clearly worked. With every campaign wave, sales spiked 86% to 132%.
The goosebumps also work in the ad industry. Our 100-second spot got shortlisted at the 2026 International Clio Awards, won Silver at the International Shots Awards and won gold at the Creative Belgium Awards.
