Based on the insight that some consumers take rice for granted and forget how it marries with some of Australia’s favourite dishes, the campaign highlights situations where a meal wouldn’t be the same without SunRice.
Pete Buckley, creative partner, Disciple said: “It’s not the same without SunRice is such a simple but incredibly powerful idea and a reminder that most dishes in people’s food repertoires wouldn’t be the same without SunRice. It taps into a truth that we can bring to life in many ways over many years.”
David Keldie, GM, SunRice Global Consumer Markets added: “Disciple and SunRice have a long history. Their experience and understanding of our business is very valuable to us. The “It’s not the same without SunRice” campaign is the next chapter, and in my opinion the best yet.”
Source: Campaign Brief