#CopywritersLoveFood Rice to Riches: Turning Cream to Sass…y Content

A food oasis in New York City displays attention-grabbing copy alongside its menu options. A MarketSmiths writer explores the sassy slogans of Rice to Riches.

https://www.pexels.com/photo/woman-in-brown-coat-standing-on-sidewalk-during-night-time-3775136/

It’s late. You’ve been roaming around New York City searching for a simple dessert, and nothing yet has caught your eye. Desperately tweeting north on Mulberry, you hang right on Spring Street when BAM: there it is. The sweetheart of all food. Rice pudding.

You’ve stumbled on Rice to Riches, a dessert oasis decked with neon lights, futuristic tables, and…copy?

That’s right. Rice To Riches has lured in another fashionista with a declaration we can proudly unite behind, above.

Being sassed by pudding feels good. Lining the walls are mini-campaigns. They’re sort of the anti-infographic: pithy, data-less tributes to fat, fat-free, Hollywood, the plumber’s crack, and anything else that whipped, cream-laden rice might stick to. Boundaries aren’t abundant, but feistiness is. To wit: “KISS MY FAT FREE ASS!!!” is illustrated by the not-so-fat-free ass in question, below.

Irony is a hallmark, too. Looking around, I see others–as likely careful about their diets as this meat-free, veggie-loving, mostly gluten-free blogger–choosing this as their weekly indulgence. “It’s okay!” “There’s love in pudding.” “You’re in great company–look around!” these signs proclaim. Awesome content strategy, no? Effectiveness is in the calories (and stop counting!).

I had the Cheesecake (medium), and stole a bite of my friend’s Rocky Road. Now I’m all set…til next week!

Alexandra Machover

Alexandra Machover

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