Naughty but Rice


Hain Daniels asked us…

To launch a delicious addition to supermarket dessert chillers, a rice pudding named Naughty but Rice.

What we did…

A partnership with the gorgeous Daisy Lowe who joined the team as Brand Consultant and Ambassador for Naughty but Rice.

Wild Card delivered launch coverage across national newspapers, including extensive print and online tabloid coverage.  Daisy was spotted sneaking a taste of all three skus in the range! She continued to cause a stir at the Naughty Night Out launch party at London’s Hoxton Hotel.

What happened next?

The team has driven consistent brand and product coverage for Naughty but Rice and explored a new way of working with celebrity ambassadors!  Daisy Lowe is now collaborating with Hain Daniels to create her own, new pud in the range, using her favourite flavours.  Watch this space for the next instalment in the Naughty but Rice range.


Joseph Joseph

Coverage Generation

Highland Spring Group

Integrated Campaign

Tetley Tea

PR & Communications Strategy


Communications Strategy



You’ve changed my opinion of PR agencies (for the better).

Jess Hardcastle, Senior Brand ManagerArla

The quality PR campaign by Wild Card was one of the best the brand has ever achieved in its 175 year history. The national and international level of coverage was staggering, and drove a similar level of awareness to many significant advertising campaigns.

Amy Holdsworth, Marketing DirectorTetley