SunRice launches new ‘It’s not the same without SunRice’ brand platform + campaign via Disciple


Sunrice1.jpgDisciple Sydney has created a new brand platform and campaign for foundation client SunRice.

Based on the insight that some consumers take rice for granted and forget how it marries with some of Australia’s favourite dishes, the campaign highlights situations where a meal wouldn’t be the same without SunRice.

Sunrice2.jpgSays Pete Buckley, creative partner, Disciple: “It’s not the same without SunRice is such a simple but incredibly powerful idea and a reminder that most dishes in people’s food repertoires wouldn’t be the same without SunRice. It taps into a truth that we can bring to life in many ways over many years.”

Says David Keldie, GM, SunRice Global Consumer Markets: “Disciple and SunRice have a long history. Their experience and understanding of our business is very valuable to us. The “It’s not the same without SunRice” campaign is the next chapter, and in my opinion the best yet”.

Agency: Disciple

Creative Partner: Pete Buckley

Creative Partner: Tim Brown

Creative Team: Simon Veksner, Paul Suters & Pete Sherrah

Head of Client Service: Libby Weston-Webb

Account Manager: María José Amezcua

Client: SunRice

General Manager: David Keldie

Senior Marketing Manager: Jennifer Osborne

Senior Brand Manager: Vittoria Desiati

Brand Manager: Peta Thomas

Production Company: Guilty

Director: Tony Rogers

Producer: Tori Schaw

Executive Producer: Jason Byrne

Editor: Tim Parrington

Post: The Refinery

Audio: Nylon Studios

Music: Charlie @ Nylon Studios