Ever at the forefront of world-leading technologies and support for local farmers and industries, SunRice launched Rain Fed Rice, a rice grown in the lush environment of Tropical North Queensland. The overarching campaign objective was to build awareness of the new SunRice Rain Fed Rice product, focusing in particular on the providence of Tropical North Queensland and the unique Rain Fed Rice story. Another focus of the campaign was providing meal inspiration for Australians to cook at home, through recipe ideas that were specific to the SunRice Rain Fed Rice product.
FORWARD proposed a campaign hinged on three key components that would feed back to raising awareness of the product, telling the unique product story and providing inspiration for Aussies to cook at home. The three components were:
Original content creation: FORWARD recommended and secured a partnership between SunRice and Aussie foodies Bondi Harvest, a chef and videography duo known for their travels and knack for uncovering ‘hidden’ foodie hotspots, producers and ingredients. Guy Turland and Mark Alston travelled to Tropical North Queensland to film content that showcased the region and the story of SunRice Rain Fed Rice. They also created a series of recipes featuring the new SunRice Rain Fed Rice product, which were cooked for guests at the launch event and seeded through earned media and owned social channels.
Official launch event: to provide that ever-important product experience, FORWARD, on behalf of SunRice, hosted top food and lifestyle media, bloggers and influencers at a launch event held at the Bondi Harvest restaurant in Sydney. Guests were served a three-course meal featuring the SunRice Rain Fed Rice; a perfect first-experience of the new product.
Product seeding: post the launch event, FORWARD seeded the new SunRice Rain Fed Rice product to media through recipes, product news and interview opportunities with Guy Turland where it featured in some of Australia’s top food and lifestyle publications.
The campaign results met – and exceeded, in many areas – the KPIs.
And in terms of media outreach following the event, FORWARD secured:
A total reach of 5.6M.
17 pieces of coverage, featuring interviews with Bondi Harvest’s Guy Turland, product placement and recipe pieces.
Coverage with top tier foodie and lifestyle publications including; The Australian Women’s Weekly Food, Super Food Ideas, Nine Kitchen, Lifestyle Channel, Food To Love, Good Health and Fairfax’s The Juice Daily.