SunRice cooks up new campaign with MasterChef’s Minoli and Poh, via JPD Agency and Havas Media

Rice brand SunRice is encouraging Australians to create restaurant-quality dishes in their home kitchens, via a campaign starring MasterChef stars Minoli De Silva and Poh Ling Yeow.

Acting as an extension of 2022’s ‘Fried Rice Hacks’ platform drand leveraging research that found that consumers are interested in eating at home rather than out, with curry being a popular dish to cook, the ‘Curry Night’ campaign shows how SunRice’s Basmati product is the perfect accompaniment to one’s curries.

Ling Yeow and De Silva lend their voices and faces to the platform, chosen for their cooking prowess and energy, according to SunRice Group’s chief marketing officer, Tamara Howe.

“MasterChef’s Poh and Minoli bring a vibrant energy and wealth of cooking knowledge to this campaign – making them the perfect fit,” Howe said.

“We hope to inspire families to explore flavourful curry meals with SunRice’s Indian Grown Basmati rice as the perfect fluffy base.”

“Curry is a much-loved dish among Aussies and it’s easy to know why; it’s tasty, great value, and can cater to the flavour preferences of the whole family,” added Andreas Katsiroubas, brand manager at SunRice Group.

“It was a joy working with our talented chefs and all our partner agencies to convey this through the campaign.”

JPD Agency developed the campaign’s creative through a Havas Media collaboration, with Killa Production, Cheer Squad and Ripe Studios also contributing to the project.

“Bringing this from concept to screen was an exciting challenge and we couldn’t be more proud of the outcome,” James Peltekis, JPD company director, added.

The ‘Curry Night’ spot is now live on SBS, Channels 10 and 9, and Foxtel.

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Matthew Leong

Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.

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topics Andreas Katsiroubas Cheer Squad Havas Media James Peltekis Killa Production Minoli De Silva Poh Ling Yeow Ripe Studios SunRice SunRice group Tamara Howe

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