Featuring Poh Ling Yeow and Minoli De Silva.
SunRice has teamed up with celebrity chefs Poh Ling Yeow and Minoli De Silva to share tips for making curries at home across various platforms including TV, online, OOH and social media.
Consumer research by NewsCorp and Roy Morgan reveals ‘eating in’ and staying at home has become the new ‘eating out’ for many Australians across the country.
For households looking to re-create the experience of dining out from the comfort of their own home, curry was the most popular meal choices.
SunRice Group CMO Tamara Howe said the campaign aims to help families create a delicious restaurant-quality meal, with the added convenience of not having to leave the house.
“MasterChef’s Poh and Minoli bring a vibrant energy and wealth of cooking knowledge to this campaign – making them the perfect fit,” she said.
“We hope to inspire families to explore flavourful curry meals with SunRice’s Indian Grown Basmati rice as the perfect fluffy base.”
The 'Curry Night' TV commercial is airing now across Channel 9, 10, Foxtel, and SBS, with creative produced by the JPD Agency, in collaboration with Havas Media.
The campaign is an extension of the 'Fried Rice Hacks' campaign developed and launched in 2022.
JPD Company Director, James Peltekis, says the agency was thrilled to work on this campaign and support the SunRice Group team.
“Bringing this from concept to screen was an exciting challenge and we couldn’t be more proud of the outcome,” he said.
Other key partners included Cheer Squad, Ripe Studios, and Killa Production.
Credits:
Client: SunRice Group
Creative + Strategy + Production Agency: James Phillip Design
Directors: James Peltekis & Andrew Richey
Video Production: Cheer Squad Film Co.
Photography: Ripe Studios
Production: Killa Production
Media Agency: Havas Media
Campaign: Enigma
