Campaign Brief, 6 December 2019 

SunRice and Identity Communications, the multicultural communications division of IPG Mediabrands, have won the Business Campaign of the Year at the 2019 NSW Premier’s Multicultural Communications Awards presented in Sydney this week.

The NSW Premier’s Multicultural Communications Awards (PMCAs) recognise excellence in the multicultural media and marketing industry. The PMCAs acknowledge the valuable contribution multicultural media and marketing plays in our society by helping people connect to their culture, identity and language. The awards also recognise the important roles played by journalists, editors and publishers in print, radio, television and digital media.

The campaign challenged stereotypes because it didn’t feature the usual cultural icons of red, gold and ‘8’. Instead, SunRice the Rice Breaker, depicted a Chinese-Australian family sharing a meal with their local Australian neighbours. Inclusion was a key message – as a rice brand that is universally appealing, SunRice is able to connect people of different cultures over great food.

The Rice Breaker resonated with migrant audience because it acknowledged that they also want to be successful in Australia and engage with the community – 66% of people who saw the creative said they would consider SunRice for their next rice purchase; it drove an 86% increase in SunRice followers on WeChat. SunRice also recorded a significant uplift in orders from retail partners. 

Says Andrew Jeffrey, head of marketing, SunRice: “SunRice is thrilled our campaign has been recognised with this award. The outstanding results demonstrate the crucial importance of audience insights in building authentic engagement with our Asian-Australian customers. The audience insight that Identity Communications brought to the table was invaluable.”

Says Thang Ngo, managing director, Identity Communication: “From day one, SunRice told us they wanted to build an authentic connection with Australia’s Asian community. The client recognised the importance of developing a robust strategy and bespoke creative.”

Client: SunRice
Head of Marketing & Insights: Andrew Jeffrey
Senior Marketing Manager: Shannon Cumberlidge
Brand Manager: Peta Thomas, Jeddah Ryan

Agency: Identity Communications
Managing Director: Thang Ngo
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
Client Services Director: Angelica Naranjo
Production Coordinator: Murray Wallace
Lead Developer: Dipak Sadaula
Production Company: Clockwork Film
Media: Havas Media