SunRice builds on ‘SunRice, Baby!’ with Aust-first Protein + rice integrated campaign via Bastion
SunRice is giving Australians a new way to get more protein into the meals they already know and love, launching SunRice Microwave Protein+, an Australian-first innovation in the rice category delivering 10g of protein per serve – supported by Bastion’s new integrated campaign, ‘Protein Rice, Baby!’.
The launch builds on the success of last year’s SunRice, Baby! platform to introduce a new product innovation at a time when protein continues to be a major focus for Australian consumers.
With 28% of Australians actively seeking high-protein foods when grocery shopping, according to Euromonitor, SunRice is responding with a simple solution. Rather than asking consumers to rethink their routines, the new range makes it easier to add protein to everyday meals without compromising on taste or convenience.
As SunRice’s lead agency, Bastion developed the original SunRice, Baby! campaign and has now evolved the platform to launch Protein+, bringing together its advertising and communications capabilities to introduce something entirely new to the category.
Protein Rice, Baby!, once again reimagines the iconic 90s hit Ice Ice Baby, this time putting SunRice Microwave Protein+ centre stage.
The campaign combines strong product news with an established creative platform and cultural cut-through, helping SunRice launch its latest innovation from a position of strength while introducing Australians to a new category-first offering.
Working alongside Nunn Media and JPC, the campaign spans TVC, OLV, OOH, social and influencer activity as one integrated campaign with every element designed to drive awareness of the new Protein+ proposition.
The campaign also introduces new executions across 3D OOH and transit, extending the platform into fresh environments and helping bring the Protein+ message to consumers throughout their daily routines.
OOH activity includes full tram takeovers across Sydney, Melbourne and the Gold Coast, a 3D animated billboard and column wraps in Melbourne and major takeovers at Bondi Junction Station and Manly Wharf.
Says Christine Fung, SunRice VP Marketing and R&D ANZ: “Protein is having a real moment in Australia, but consumers are looking for simple, convenient ways to incorporate more of it into their diets. SunRice Microwave Protein+ is a genuine first for the Australian rice category and gives people an easy way to add more protein to meals they’re already making and enjoying.
“’Protein Rice, Baby!’ builds on the momentum of last year’s campaign and gives us a fun, memorable way to introduce this innovation to Australian households.”
Says Angela Morris, Chief Strategy Officer at Bastion: “’SunRice Baby’ has already built strong recognition with audiences, so we have retained the campaign idea people already know and love, with a creative refresh to bring the Protein+ range into that world, ensuring this product innovation feels like a natural extension, benefiting from existing memory structures, whilst landing new news.”
The campaign reflects Bastion’s approach to integrated solutions built for the modern marketer, combining the agility of an independent with the scale and capability of a global network to deliver work that drives both brand and business impact.
Client: SunRice
VP Marketing and R&D ANZ: Christine Fung
Marketing Director: Jeci David
Senior Brand Manager: Andreas Katsiroubas
Marketing Coordinator: Caitlin Yen, Ellie Karagiannis
Shopper Activation Manager: Georgette Faddoul
Creative Agency: Bastion
Media Agency: Nunn Media
Instore POS: JPC
3D Production: Jekyl Labs
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