‘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”.
