Sunrice Launches New Campaign For Lunar New Year

White uncooked rice in small burlap sack
SHARE
THIS



Australian rice producer, SunRice has embarked on a new campaign to coincide with Lunar New Year, via Ogilvy Australia’s multicultural communications agency, Etcom.

Launching this week when family feasting within the Asian community is at its zenith for Lunar New Year, the campaign is spearheaded by the relaunch of key brands Sunwhite and SunLong and is supported by two different FPC national print advertisements and PR.

Thang Ngo, general manager of Etcom said the Sunwhite and Sunlong brands are well loved throughout Australia’s Asian community. However, Etcom research found that, although the community loved the great taste of SunRice rice and the fact that it is Australian-produced, consumers wanted to be able to clearly see the rice grains so they could check the freshness of the product for themselves.

SUNRIC0002 trad chi 360x260 v2 LR-page-001 SUNRIC0002 sim chi 360x260 v1 LR-page-001

“The campaign was developed as an engaging way to capture the attention of the Australian Chinese and Vietnamese communities during this important festival period. Lunar New Year is a time of family feasting for over a million Asian-Australians and rice is the signature dish on the table. Consumers wanted to be sure their rice is fresh and Australian-produced.

“Our creative solution and SunRice’s new packaging literally does that by featuring the Australian map and an innovative new see through cross-section,” Ngo concluded.

The new packaging is especially produced for local Asian grocery stores is the first campaign Etcom has launched for SunRice since being appointed as its agency of choice last year. The consumer packaging research and key learnings from the Australian campaigns will help SunRice position their overseas marketing.

Etcom is part of Ogilvy Australia and STW, Australasia’s leading marketing content and communications group.

Agency Credits:

Creative and Media: Etcom

 

Please login with linkedin to comment

Australian Institute of Sport Caroline Squire Clemenger BBDO Sydney Reload Media Rupert Murdoch The Glover Park Group

Latest News

SWM Enhances Audience Intelligence With New Location Data Partner
  • Media

SWM Enhances Audience Intelligence With New Location Data Partner

Seven West Media has enhanced its audience intelligence offering for advertisers thanks to a new partnership with Australian mobile location intelligence platform LANDMARKS ID. LANDMARKS ID enables SWM to integrate its technology directly into the 7plus app to collect, analyse and provide rich audience profiles on 7plus app users. The new partnership improves SWM’s ability […]

LVLY Co-Founder Hannah Spilva: “Agencies Should Focus On Outcomes & Not Hours”
  • Media

LVLY Co-Founder Hannah Spilva: “Agencies Should Focus On Outcomes & Not Hours”

Focusing “more on outcomes and less on hours” can play an important role in evening the playing field when it comes to flexible work, LVLY co-founder and chief executive Hannah Spilva believes. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who have achieved success in their […]

by B&T Magazine

B&T Magazine
Nine’s Big Ideas Store Now Open
  • Media

Nine’s Big Ideas Store Now Open

The Big Ideas Store, Powered by Nine, is now open, returning for its third year with a jam-packed lineup of virtual events, workshops, research studies and speakers celebrating BIG IDEAS and BIG THINKING that make advertising famous. Normally presented as a pop-up store in Sydney and Melbourne, The Big Ideas Store has gone virtual for […]