Sunrice reworks classic ‘Ice Ice Baby’ track for latest campaign
Sunrice has unveiled a playful new campaign reimagining the 90s hit Ice Ice Baby to remind Australians of rice’s versatility.
The announcement:
SunRice, Australia’s leading rice brand, has launched the playful and unforgettable ‘SunRice Baby’ campaign. Inspired by the iconic 90s hit Ice Ice Baby, the track has been reimagined with fresh lyrics to remind Australians just how versatile rice can be. The challenge: motivating the nation to add just one more rice meal each week.
Bastion’s strategic solution was to create a campaign that gives Australians a simple mental shortcut; rice easily fits into three popular weekday cooking styles: stir fries, rice bowls and rice as a side. This was brought to life through vibrant imagery and the sticky, joy-filled SunRice Baby earworm.
Simon Langley, Bastion’s group chief creative officer commented, “It’s not every day you get to create a campaign that uses such an iconic track that transcends so many different generations. It’s bold and fresh for the category and I’m confident it will have people thinking (and maybe even singing) about rice next time they’re in the supermarket aisle.”
SunRice marketing director, Jeci David, says the campaign breaks new ground for the brand by tapping into music marketing for the first time. “This is a bold step for SunRice, pairing our message with a song everyone knows and can’t resist singing along to. It’s about taking something familiar, giving it a fun twist and making rice part of the cultural conversation, as well as the dinner table. The playful reimagining of Ice Ice Baby as SunRice Baby is designed to grab attention, create joy and remind people just how versatile our products can be; from quick stir fries to hearty curries and easy rice bowls.”
Working with Nunn Media, the campaign runs across TV, BVOD and X-Track DOOH, supported by targeted YouTube and paid social, designed to reach audiences wherever they’re watching. To show versatility and build habit, the campaign has enlisted a mix of trusted and emerging food voices: SunRice ambassador Poh Ling Yeow, Minoli De Silva, Connor Curran, Tom Smallwood and Dim Sim Lim.
Organic social extends this with snackable recipes and how-to content, complemented by retail OOH, in-store activations and pre-dinner audio. Discoverability is also key, with Alley Group driving SEO and SEM to ensure SunRice is front of mind at the moment of meal planning.
Together, this campaign reimagines rice across cuisines and occasions, inspiring Australians to cook more creatively with rice and putting SunRice as a brand in a position of strength.
The campaign was developed by Bastion, Nunn Media and The Behavioural Architects with the support of James Phillip Design, Integrated Marketing Solutions, AKA Brand Design and Impress.
Source: Bastion
