SunRice breaks stereotypes with Chinese New Year campaign via Identity Communications

Campaign Brief, 4 February 2019

SunRice is celebrating Chinese New Year with a campaign via Identity Communications, Sydney, featuring an Asian-Australian family.

SunRice is launching a national campaign depicting a new-migrant experience – hosting their Australian neighbours for dinner for the first time. The initial dinner table awkwardness is immediately overcome when a steaming bowl of SunRice arrives, proving that SunRice is the ideal cultural ‘rice breaker’.

The campaign will be rolled out on SBS TV and Chinese and Vietnamese channels including Pay TV, digital, print, Weibo and WeChat social media and bi-lingual out of home.

“Chinese New Year is the biggest cultural occasion for the community, and we wanted to be there to celebrate this special occasion with them,” says Andrew Jeffrey, head of marketing at SunRice. “As a proud Australian brand, we want to show our Asian consumers that we understand the aspirations of modern Asian-Australian families. Our Asian family is proud of their heritage, but they are also eager to be part of the Australian community”.

The campaign creative was developed by multicultural communications agency, Identity. Says managing director Thang Ngo: “There are around one million Chinese speakers in Australia, making this audience highly attractive for brands. Just using red and gold colours or number 8’s in creative doesn’t cut-through anymore. It’s not new, doesn’t stand out and doesn’t demonstrate an understanding beyond cultural clichés. Brands need to demonstrate more sophistication and deeper understanding if they want to build an authentic connection with this valuable audience”.

CREDITS

Agency: Identity Communications
Creative Director: Yasmin Quemard
Art Director: Rachel Liang
Writers: Yasmin Quemard, Brenda Leung and Sean Zhu
Translation Management: Brenda Leung, Albert Han
Designer: Rachel Liang
Head of Strategy: Thang Ngo
Managing Director: Thang Ngo
Head of Studio: Tobias Young
Client Services Director: Angelica Naranjo
Production Coordinator: Murray Wallace
Lead Developer: Dipak Sadaula