SunRice
Cooking up the chemistry for an iconic brand
As the market leader for rice in Australia, growth for SunRice results from growing the category. Our task was to move rice up the pecking order from once-a-month to once-a-week on the family meal plan. In research we discovered not only a widespread appreciation for fried rice dishes, 'rice dabblers' all proudly shared their own “my-recipe-is-the-best” way of preparing them. Our strategy was to amplify this appreciation to help Aussie cooks mix up the weekly routine, inspiring them to share their spin on the best fried rice dish.
“Make tonight rice night” heroes everyday people sharing personal tips and individual ways to prepare and enjoy their version of the best fried rice. With so many ways for the family to prepare and enjoy it, the campaign encourages people to ditch the “rules” of the weekly routine, constantly reinforcing the usage occasion and mental availability of rice, specifically fried rice.
Client
SunRice
Project
Make tonight rice night
Expertise
Creative
Production
Strategy
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