Sun Rice relaunches packaging of key products for Lunar New Year.
Sun Rice has put out a new line of rice packaging to cater to the Asian Community, with Chinese-language print ads being created by Ogilvy agency Etcom.
To coincide with the Chinese New Year, Etcom redesigned the packaging of the Sunwhite and Sunlong brands.
Etcom's research found that while the Asian community generally liked the quality of the products and the fact it was Australian-grown, people wanted to check the quality of the product for themselves.
Hence the packaging now features a see-through section. It also features an outline of Australia to reinforce that it's grown in Australia.
The new packaging is being supported with a print campaign, with the packaging made especially for Asian grocery stores.
