SunRice has launched its first dedicated multicultural community marketing campaign, partnering with Sydney-based sponsorship and experiential agency Faction to lead the initiative.
The program, initially focussed on Chinese and Indian communities, kicks off this month ahead of Lunar New Year, and continues with Holi Festival activations in Sydney and Melbourne.
This marks Faction’s first campaign for SunRice, and the agency has designed a culturally led, community focussed program designed to build engagement and trust. Key elements include partnerships with Burwood Chinatown and respected Chinese charity CASS Care, and a major Xiaohongshu (RedNote) influencer campaign.
As part of the Burwood Chinatown sponsorship, many of the precinct’s restauranteurs will exclusively serve SunRice.
“It’s an innovative take on activation. Rather than the brand having a stall and saying ‘please sample our food’, we have local restauranteurs effectively recommending the product – that’s a powerful endorsement,” said faction managing director, Tony Gordon.
“Chinese and Indian communities are heavy rice users, and make up a significant proportion of category volume. We’re committed to contributing and engaging authentically at the grassroots level, to establish SunRice as the trusted rice experts,” added SunRice marketing director, Jeci David.
“Burwood is a key centre for Chinese-Australian culture, and Lunar New Year is a moment to demonstrate genuine relevance, not just visibility. Faction and their team of cultural consultants have ensured we’re partnering with the right organisations and key opinion leaders, and are speaking to local communities in their own language.”
The campaign was developed by Faction with support from James Philip Creative.
