SunRice Multicultural Program
Strategy and plan development, Partnerships, Brand Ambassadors, Content, Sampling, RedNote and other Social
SunRice is Australia’s leading rice brand, but significantly undertrades amongst heavy rice category users. The challenge was to develop an overarching communication strategy that would drive consideration for the key SunRice variants of Indian Basmati and Thai Jasmine with multicultural consumers, vs their favourite and familiar imported brands. We knew we had to establish credibility and trust at a grassroots level with this discerning segment for whom “Rice is Life”.
With the help of our team of consultants from Indian and Chinese communities we gathered insights and identified respected key local opinion leaders, restaurants, events and community organisations. We negotiated product supply and endorsements with select restauranteurs and food influencers, drove trial via sampling, and become part of communities through their group activities. We partnered with diverse organisations, from Australia’s leading Chinese charity, to Indian musical troupes, Universities, Lunar New Year, Diwali and Holi Festivals and the Burwood Chinatown dining precinct.