Sometimes all it takes is a minute to win it. Just ask the team behind the relaunch of Riviana Foods’ Minute Rice.

The re-designed packaging recently earned Best in Class in the Revitalized Brand, Food category in PAC Global’s 2025 Awards competition.

Serving foolproof consistency to Canadian consumers since 1949, Minute Rice relaunched last year with a new communication campaign and complementary packaging. Targeting Gen Z and Millennial consumers, the redesign elevates the brand from outdated functionality to confidently contemporary.

The updated red flag creates a billboard effect at shelf when contrasted against the packaging’s rich blue background. The design is adaptable across the varying pack structures within the portfolio, and when combined with modern typography and simple design architecture featuring appealing visuals of quality rice-forward meals, it mimics the product’s versatility and ease of use.

Keeping things spicy, we also picked up Best in Class accolades in the Brand Extension, Food category for our work on McCormick’s Cholula Reserva. Catering to adventurous hot sauce consumers who seek elevated flavors, this premium, new offering is made with 100% agave Tequila.

The winning concept maintains the visual assets and communication hierarchy of the core Cholula portfolio while working harder to communicate the arrival of a newsworthy flavor in this hotly competitive category.

From fiery hot to curiously cool, our design for a ketchup-flavored frozen treat rounds out the Bridgemark winner’s circle. Seasonally aligned with the kick-off of Canada’s tomato growing season, McCormick Canada launched the French’sicle campaign in support of their French’s ketchup brand.

Recognized with an Award of Distinction in the Specialty, Limited Edition category, the winning package is intentionally bold and bright. Creating an unforgettable consumer experience and attention-grabbing aesthetic, its bright yellow is a reminder of the brand’s nostalgic roots in French’s Yellow Mustard.

This peculiar pop wasn’t available through traditional retail channels. Instead, it was given away in marquee markets across the country while being supported with a social-first communication strategy. Successfully driving awareness of this proudly made-in-Canada brand, the campaign garnered more than 1.36B global impressions.

Competition submissions are evaluated by a panel of International Brand Marketing judges including Bridgemark Creative Director, Jeff Boulton. Award winners were announced on February 4th, 2025, in New York City at the annual PAC Global Futures Edge Summit. Attended by brand leaders, global agencies, and world-class package makers, this year’s installment coincides with PAC’s 75th Anniversary. Regarded by industry leaders as a rich opportunity to connect, collaborate, and share during two days of curated events that encourage the meaningful discussion of innovation, insight, and the future of design.

Congratulations to all competition winners, entrants, and to PAC Global for its 75 years of outstanding longevity. For more on the event and to view submissions, please visit: https://www.pac-awards.com/

February 4, 2025