"The Flavor Says It All" The next campaign for Rice-A-Roni’s Heat & Eat rice. This latest work comes after the success of Mekanism and Rice-A-Roni’s first campaign, Micro-rave, where Mekanism was brought on to modernize the 70-year old jingle. After releasing the song as an audio on TikTok with the branded hashtag #MicroravewithRoni, the challenge went viral and saw over 2.2M hashtag challenge submissions. “The Flavor Says It All” will run from now until August 7 across YouTube, Spotify, Pinterest and Instagram. The campaign focuses on a family’s reaction to tasting the rice, but the video is silent and all thoughts are subtitled because the flavor says it all.