SunRice reimagines a classic 90s hit in new ‘SunRice Baby’ campaign via Bastion + Nunn Media
Leading Australian rice brand SunRice has launched ‘SunRice Baby’, a new campaign inspired by the iconic 90s hit Ice Ice Baby developed by Bastion and Nunn Media. The track has been reimagined with fresh lyrics to remind Australians just how versatile rice can be.
The challenge: motivating the nation to add just one more rice meal each week.
Bastion’s strategic solution was to create a campaign that gives Australians a simple mental shortcut; rice easily fits into three popular weekday cooking styles: stir fries, rice bowls and rice as a side. This was brought to life through vibrant imagery and the sticky, joy-filled SunRice Baby earworm.
Says Simon Langley, Group Chief Creative Officer, Bastion: “It’s not every day you get to create a campaign that uses such an iconic track that transcends so many different generations. It’s bold and fresh for the category and I’m confident it will have people thinking (and maybe even singing) about rice next time they’re in the supermarket aisle.”
SunRice Marketing Director, Jeci David, says the campaign breaks new ground for the brand by tapping into music marketing for the first time: “This is a bold step for SunRice, pairing our message with a song everyone knows and can’t resist singing along to. It’s about taking something familiar, giving it a fun twist and making rice part of the cultural conversation, as well as the dinner table. The playful reimagining of Ice Ice Baby as SunRice Baby is designed to grab attention, create joy and remind people just how versatile our products can be; from quick stir fries to hearty curries and easy rice bowls.”
Working with Nunn Media, the campaign runs across TV, BVOD and X-Track DOOH, supported by targeted YouTube and paid social, designed to reach audiences wherever they’re watching.
To show versatility and build habit, the campaign has enlisted a mix of trusted and emerging food voices: SunRice ambassador Poh Ling Yeow, Minoli De Silva, Connor Curran, Tom Smallwood and Dim Sim Lim.
Organic social extends this with snackable recipes and how-to content, complemented by retail OOH, in-store activations and pre-dinner audio. Discoverability is also key, with Alley Group driving SEO and SEM to ensure SunRice is front of mind at the moment of meal planning.
Together, this campaign reimagines rice across cuisines and occasions, inspiring Australians to cook more creatively with rice and putting SunRice as a brand in a position of strength.
The campaign was developed by Bastion, Nunn Media and The Behavioural Architects with the support of James Phillip Design, Integrated Marketing Solutions, AKA Brand Design and Impress.
Client: SunRice
Chief Marketing Officer, International & Global Sourcing: Tamara Howe
Chief Marketing Officer ANZ: Christine Fung
Marketing Director: Jeci David
Marketing Director: Belinda Davis
Senior Brand Manager: Andreas Katsiroubas
Brand Manager: Helen Shin
Marketing Assistant: Ellie Karagiannis
Agency: Bastion
General Manager: Ana Lynch
Group Chief Creative Officer: Simon Langley
Chief Strategy Officer: Angela Morris
Creative Directors: Laurence Cronin and Scott Hopkin
Group Client Director: Astrid Noble
Senior Client Manager: Josh Staras
Senior Producer: Gabe Hammond
Editor: Ben Zemanek
Media Agency: Nunn Media
Managing Director: Chris Walton
Group Account Director: Adam Cooney
Head of Strategy: Michelle Miroforidis
Planning Director: Elise Dearden
Account Manager: Lien Tran
Digital Account Manager: Ada Cheng
Influencer Lead: Anna Franklin
Organic Content Manager: Luna Pek
Alley Group CEO (Nunn Media performance agency): Gary Nissim
Performance Director: Ebony Blanch
SEO Executive: Thom van Wanrooij
Production Company: Electriclime
Director: Chris Hill
Executive Producer: Martin Box
Producer: Christine Tan
DOP: Alex Serafini
Stills Photography: Sam I Am
Photographer: Benito Martin
Music: MassiveMusic
Music Supervision: Anton at Trailer Media