Reminding home-cooks to add rice to their dinner plan and solve the ‘What’s for dinner?’ dilemma.
Australian rice brand SunRice has launched its new 'Make Tonight Rice Night' campaign, aimed at reminding home-cooks to add rice to their dinner plan and solve the ‘what’s for dinner’ dilemma which faces Australian kitchens every evening.
Based on the insight that families are constantly looking trusted and easy wins for dinner, Enigma’s brief was to target ‘rice dabblers’ (light rice buyers) and encourage them to add rice dishes to the family meal plan at least once-a-week.
Research revealed that the number one rice dish searched on Google is fried rice, and through a social media call-out, Australians were encouraged to share their "real tips” when it came to making fried rice.
Karl Bates, executive planning director at Enigma, said it’s hard to find inspiration beyond the usual suspects when it comes to the midweek menu decisions.
"This was a refreshingly tight brief to get rice off the ‘once-a-month’ substitutes bench, into the Australian household starting line-up, alongside the routine tacos, pizza and pasta dishes," he said.
"This platform celebrates fried rice as an accessible, ‘no-rules’ winner for the family. 'Make Tonight Rice Night' adds a much-needed additional dish to answer the ‘what’s for dinner’ dilemma.”
Tim Brown, ECD at Enigma said starting an online debate is a smart way to ignite interest.
"This campaign aims to do just that and take an iconic Aussie brand to the next level," said Brown.
'Make Tonight Rice Night' heroes every day Australians sharing personal tips and ways to prepare and enjoy their version of the best fried rice, said Brown.
"Whether it’s a savoury stir-fry, a fresh tomato thrown in or ‘googy egg’ added on top, rice dabblers all proudly share their own “my-hack-is-best” way of preparing rice for dinner rekindling the love for rice and inspiring others along the way," he said.
Tamara Howe, CMO at the SunRice Group, said fried rice is a much-loved dish by Australians.
"It's tasty, great value, easy, and perfect for the whole family. We wanted to share these simple hacks to inspire Aussies to enjoy fried rice more often," she said.
The campaign launched on September 24 with two 15” TVCs and a series of 6” OLVs.
Credits:
Client: The SunRice Group
Creative + Strategy + Production agency: Enigma
Director: Tracey Howe
Media agency: Havas
Social media agency: Red Havas
