PR & Influencer led campaign showcases creative collaboration
SunRice this week launched a new product range, Rain Fed Rice, with a PR and Influencer led collaboration in partnership with Bondi Harvest’s dynamic duo Guy Turland and Mark Alston. The campaign also features Nick Holloway, an award-winning chef behind Nu Nu in Palm Cove, Queensland.
Created by FORWARD Agency, the campaign features a content series, co-created with Bondi Harvest and shot on location in Tropical North Queensland where the new variety of rice is grown. SunRice handed the creative reigns over to Mark Alston to ensure that the content retained Bondi Harvest’s authentic and engaging tone whilst naturally integrating the product story alongside bespoke recipes by Guy Turland and Nick Holloway.
David Keldie, SunRice General Manager, Global Consumer Markets said, “This is our first influencer-led creative collaboration to launch a new product. The Bondi Harvest team helped us highlight the rich tropical environment where SunRice Rain Fed Rice is grown, and Guy’s culinary skills showcased the flavour, soft texture and versatility of the rice. The campaign also shows how new non-advertising communications can help brands like SunRice connect with consumers through digital and social media.”
FORWARD Agency Managing Director, Fergus Kibble said, “It was terrific working with Guy and Mark. They created the recipes, personally shot and edited the videos, posted the content on their blog and social channels; they also cooked all the recipes and hosted a media event in their restaurant. There are few teams in the world that could accomplish all that and create such beautiful content. To top it all off Bondi Harvest’s philosophy completely aligned with and captured the sense of discovery and adventure of this new variety of rice.”
The video series and recipe content will appear on the Bondi Harvest blog and YouTube channel, across the SunRice website, YouTube and social channels, as well as across earned, owned and paid media.