SunRice has teamed up with MasterChef stars Poh Ling Yeow and Minoli De Silva as they showcase their culinary expertise and tips for making a variety of delicious curries at home – with recipes being shared across various platforms including TV, online, out-of-home (OOH), and social media.
Tamara Howe, SunRice group chief marketing officer, said the launch of the new campaign aimed to help Aussies families to create a delicious restaurant quality meal, with the added convenience of not having to leave the house.
“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.”
SunRice group brand manager Andreas Katsiroubas, said: “Curry is a much-loved dish among Aussies and it’s easy to know why; it’s tasty, great value, and can cater to the flavour preferences of the whole family.
“It was a joy working with our talented chefs and all our partner agencies to convey this through the campaign,” he said.
The ‘Curry Night’ creative was produced by the JPD Agency, in collaboration with Havas Media. This campaign is an extension of the “Fried Rice Hacks” campaign developed and launched in 2022 by Enigma Communications.
JPD company director, James Peltekis, said the agency was thrilled to work on this campaign and support the SunRice Group team. He added that the seamless collaboration amongst everyone made working on this campaign something to be proud of.
“Bringing this from concept to screen was an exciting challenge and we couldn’t be more proud of the outcome.”
JPD worked closely with key partners including Cheer Squad, Ripe Studios, and Killa Production. The campaign launches on October 20th, with the TV commercial airing across Channel 9, 10, Foxtel, and SBS.
SunRice Indian Grown Basmati is available in Woolworths, Coles and the Metcash network across Australia and New Zealand.
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