‘Target rice dabblers’: the very specific instructions that inspired this new campaign
SunRice is targeting ‘rice dabblers’ with a new campaign from Enigma, ‘Make Tonight Rice Night’.
The ‘refreshingly tight brief’ was to convince light rice buyers to add rice dishes to the weekly family meal plan, based on the insight that families are always looking for trusted and easy dinners.
Karl Bates, executive planning director at Enigma, said it can be so hard finding dinner inspiration beyond the “usual suspects”.
“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,” he said. “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.”
With fried rice being the number one rice dish searched on Google, the agency did a social-media call out, asking Aussies to share their tips and tricks to making the perfect fried rice, including former MasterChef talent Poh Ling Yeow.
Executive creative director at Enigma, Tim Brown, added: “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,” he continued. “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.”
Tamara Howe, chief marketing officer at the SunRice Group, said: “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 spots are rolling out across TV and online.
Credits:
Client: The SunRice Group
Creative + strategy + production agency: Enigma
Director: Tracey Howe
Media agency: Havas
Social media agency: Red Havas
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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