Ronzoni Foods Canada has begun a new television campaign called "Take a Minute" in support of its Minute Rice Ready to Serve Cups. The campaign, developed by The BrainStorm Group of Toronto, is intended to shift consumer perception of the brand from its functionality to "a more emotive territory," according to the company. The television creative will be supported with in-store and other materials. "We are so pleased to be working with The BrainStorm Group on this noteworthy campaign," said Sandra Kim, director of marketing at Ronzoni Foods. "They have been instrumental from the start, from development of the brand framework, to creation of a new integrated message platform, and ultimately delivering this excellent television advertisement."