SunRice targets ‘rice dabblers’ with launch of “Make Tonight Rice Night” campaign via Enigma
Australian rice brand SunRice has launched its new “Make Tonight Rice Night” campaign aimed at reminding home-cooks to add rice to their dinner plan and solve the ‘what’s for dinner’ dilemma which faces Aussie kitchens every evening.
Based on the insight that families are constantly looking trusted and easy wins for dinner, Enigma’s brief was to target ‘rice dabblers’ (light rice buyers) and encourage them to add rice dishes to the family meal plan at least once-a-week. Research revealed that the number one rice dish searched on Google is fried rice, and through a social media call-out, Aussies were encouraged to share their “real tips” when it came to making fried rice.
Says Karl Bates, Executive Planning Director, Enigma: “It’s so hard to find inspiration beyond the usual suspects when it comes to the midweek menu decisions. This was a refreshingly tight brief to get rice off the ‘once-a-month’ substitutes bench, into the Aussie household starting line-up, alongside the routine tacos, pizza and pasta dishes. This platform celebrates fried rice as an accessible, ‘no-rules’ winner for the family. “Make Tonight Rice Night” adds a much-needed additional dish to answer the ‘what’s for dinner’ dilemma.”
Adds Tim Brown, Executive Creative Director, Enigma: “Starting an online debate is a smart way to ignite interest. This campaign aims to do just that and take an iconic Aussie brand to the next level.
“Make Tonight Rice Night heroes every day Australians sharing personal tips and ways to prepare and enjoy their version of the best fried rice. Whether it’s a savoury stir-fry, a fresh tomato thrown in or ‘googy egg’ added on top, rice dabblers all proudly share their own ‘my-hack-is-best’ way of preparing rice for dinner rekindling the love for rice and inspiring others along the way.”
Says Tamara Howe, Chief Marketing Officer, the SunRice Group: “Fried rice is a much-loved dish by Aussies, its tasty, great value, easy, and perfect for the whole family. We wanted to share these simple hacks to inspire Aussies to enjoy fried rice more often.”
The campaign launched with two 15” TVCs and a series of 6” OLVs.
Client: The SunRice Group
Creative + Strategy + Production agency: Enigma
Director: Tracey Howe
Media agency: Havas
Social media agency: Red Havas
10 Comments
What a dead brand. Reeks of corporate greed and desperation. Can’t sell rice, so reach a bigger audience by saying you can do so many things with it. Not authentic. This is revealing of Australia’s taste – none.
This is rooooooooough.
Really enjoyed this creative. Saw another execution this morning on air. Rice is pretty boring, so it’s not easy to get people trying new ways in. The hacks concept is something fresh not done before. I like it!
Imagine paying to get this nothing idea made
Are you joking? Is this high level sarcasm?
Unless you put your full name in here, the boss of Enigma isn’t going to know it’s you right?
I preferred the Kelloggs My Perfect Bowl execution. This execution is incredibly forced and production value stinks.
Please see the Monkeys ad for Tab to see an ad that kicks off a debate.
Debate starter, this ad is not.
She’s not reading these comments.
This is a crackie idea.