A Little Dainty 2025

Dainty Foods has teamed up with GIANT Creative for their national campaign, launched in January 2025, titled "Everyone Deserves a Little Dainty." This initiative marks a significant celebration of Dainty's longstanding Canadian heritage since 1882, being the only rice milled locally in Canada.

Set to be distributed on digital media and digital-out-of-home platforms across Ontario, BC, Alberta, and Quebec, the campaign creatively explores the diverse culinary identities within all households. Driven by strategic insights into evolving Canadian demographics and food preferences, the collaboration spotlights four distinct personalities - The Nonna, The Improviser, The Perfectionist, and The Trendsetter in their home kitchens. Through engaging narratives and humour, these personalities bring to life the versatility of Dainty Rice—showcasing how it fits seamlessly into everyday life and culinary creativity.

Visual storytelling is key, with dynamic angles capturing each culinary journey from preparation to the appetizing final product. Complementing these stories, carefully curated Spotify playlists enhance each personality's unique vibe, offering a personalized auditory experience.

Spearheaded by strategic and creative leads Sherry Wahid and Guilherme Dorini, with production director Andrew Stephenson, this campaign promises to resonate with audiences, highlighting that everyone can cook a delicious dish with Dainty Rice.