The Tilda rice brand has unveiled what is claims is its biggest advertising campaign since it was founded over 45 years ago.

Anna Beheshti, brand lead at Tilda, commented: “This autumn sees our biggest brand campaign yet with a £1.5m investment to reach new consumers and drive brand growth.

“We have developed a creative direction which illustrates Tilda’s natural positioning at the heart of multiple cultures and communities, and brings to life the feeling of immense pleasure when food meets culture.

“Tildalicious delivers this with a journey of discovery of culinary opportunities. Fourteen different dishes from around the world are featured from Jollof to Middle Eastern rice salad, with a wide range of languages and nationalities represented.”

The campaign is under way and runs until the end of November.