One of Australia’s most successful food companies, SunRice, is discarding the usual cultural clichés this Chinese New Year for a more authentic portrayal of an Asian-Australian family.
SunRice is launching a national campaign depicting a new-migrant experience – hosting their Australian neighbours for dinner for the first time.
The initial dinner table awkwardness is immediately overcome when a steaming bowl of SunRice arrives, proving that SunRice is the ideal cultural ‘rice breaker’.
SunRice head of marketing Andrew Jeffrey said: “Chinese New Year is the biggest cultural occasion for the community, and we wanted to be there to celebrate this special occasion with them.
“As a proud Australian brand, we want to show our Asian consumers that we understand the aspirations of modern Asian-Australian families.
“Our Asian family is proud of their heritage, but they are also eager to be part of the Australian community”.
The campaign creative was developed by multicultural communications agency, Identity.
Identity Communications managing director Thang Ngo: “There are around one million Chinese speakers in Australia, making this audience highly attractive for brands.
“Just using red and gold colours or number 8’s in creative doesn’t cut-through anymore.
“It’s not new, doesn’t stand out and doesn’t demonstrate an understanding beyond cultural clichés.
“Brands need to demonstrate more sophistication and deeper understanding if they want to build an authentic connection with this valuable audience”.
The campaign will be rolled out on SBS TV and Chinese and Vietnamese channels including Pay TV, digital, print, Weibo and WeChat social media and bi-lingual out of home.
Head of Marketing & Insights: Andrew Jeffrey
Senior Marketing Manager: Shannon Cumberlidge
Brand Manager: Peta Thomas
Agency: Identity Communications
Managing Director: Thang Ngo
Head of Studio: Tobias Young
Creative Director: Yasmin Quemard
Art Director: Rachel Liang
Writers: Yasmin Quemard, Brenda Leung and Sean Zhu
Translation Management: Brenda Leung, Albert Han
Designer: Rachel Liang
Head of Strategy: Thang Ngo
Client Services Director: Angelica Naranjo
Production Coordinator: Murray Wallace
Lead Developer: Dipak Sadaula
Production Company: Clockwork Film