SunRice: Reaching Aussies at Every Mealtime

Campaign and Content Design, Influencer, Social

Staying Top of Mind in a Crowded Food Landscape

SunRice has been a trusted and much-loved Aussie pantry staple for decades. But with private label brands and new snack competitors rapidly entering the market, the challenge was clear: reposition SunRice as the go-to choice for all lunch and dinner occasions—and maintain top-of-mind awareness among everyday Australian shoppers.

Driving Mass Reach and Everyday Meal Relevance

To achieve cut-through, our strategy focused on one measurable objective: achieve consistent 1+ reach across Australian households, so rice would stay top-of-mind during shopping and meal planning moments. The approach needed to inspire, educate and remind Aussies that rice is the versatile, delicious foundation for any lunch or dinner.

Always-On Content That Inspires Mealtime Choices

Our creative solution brought food inspiration directly to Aussie screens through:

On-trend, scroll-stopping food content, created in-house to showcase the versatility of rice
A curated influencer program, reflecting diverse tastes and modern cooking styles
A performance-driven paid media strategy, optimised for reach, engagement and relevance across channels

This long-term, Always-On approach ensured SunRice remained visible, inspiring meal ideas and reinforcing brand preference across every mealtime occasion.