SunRice relaunches Sunwhite and SunLong in time for Lunar New Year

SunRiceSunRice is relaunching key brands Sunwhite and SunLong, with a new print campaign for the brands, and new packaging, timed to coincide with the Lunar New Year.

Created by Ogilvy Australia’s multicultural communications agency Etcom, the relaunch of the brands taps into research that consumers want to be able to clearly see the rice grains so they can check the freshness of the product for themselves.

Thang Ngo, general manager of Etcom, said: “The campaign was developed as an engaging way to capture the attention of the Australian Chinese and Vietnamese communities during this important festival period. Lunar New Year is a time of family feasting for over a million Asian-Australians and rice is the signature dish on the table. Consumers wanted to be sure their rice is fresh and Australian-produced.

“Our creative solution and SunRice’s new packaging literally does that by featuring the Australian map and an innovative new see through cross-section,” Ngo concluded.

The new packaging is produced for local Asian grocery stores.

The campaign is the first from Etcom since it was appointed by SunRice last year.





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