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When the competition says 'We want what Insel did for Fortune rice'

It seems that both the Ghanaian public and the competition were captured by our handshake campaign for Wilmar’s Fortune Rice, which saw a 1,000% increase in sales. In a departure from the category norm, the 360 campaign celebrated our Ghanaian women - regardless of who, what or where they are – for their knack for cooking. This positioned Fortune Rice as the right rice to complement Ghana’s diverse yet awesome flavours.

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