SunRice Appoints F4 Consulting

Brown rice in a green bowl on a bamboo mat

F4 Consulting has been appointed as consumer PR & Influence agency partner for Australian food company SunRice.

Abbey Sands
Posted by Abbey Sands

F4 will work collaboratively with SunRice’s marketing team to plan and implement consumer media, blogger and influencer programs across SunRice’s range of products, including everyday rice, health & wellbeing range, and gourmet rice. F4 will focus on educating and inspiring Australians about ways to include rice in their meal repertoires.

Nathan Low, Head of Marketing and Innovation SunRice said: “F4 has a great track record in building brands and demonstrated a deep understanding of the food and nutrition space.  Fergus and his team have come up with some innovative ways for us to connect with the media, key influencers and of course, our consumers.”

Fergus Kibble founder of F4 said: “SunRice is driving real category innovation, with some terrific new product launches, and more in the pipeline. We are excited to be working together to help Australians find out more about how to cook with rice and use it creatively in new and interesting ways.”

SunRice’s Corporate Affairs account will continue to be managed by leading rural and regional PR specialist agency, Sauce Communications. Sauce will also continue to partner the SunRice Marketing team in the execution of projects in regional Australia.

To lead the SunRice account, F4 recently appointed Emma Koubayssi as Senior Account Manager. Koubayssi is a seasoned communications professional with over a decade of experience gained at leading Australian consultancies; Ogilvy PR and Bang PR, and at Diffusion PR and Kindred Agency in the UK.

Koubayssi said: “It’s an incredible time to be joining the agency as F4 continues to grow. The team is awesome, and I was impressed with their experience in influencer and content marketing. Being part of a boutique agency that values big strategic thinking is a win for me, and I’m looking forward to working with some of Australia’s most recognised brands.”