Starting with a single rice mill in the Riverina region of New South Wales, SunRice has been a staple in Australian family pantries since 1950. Since then, a lot has changed — SunRice now has more than 2000 employees, supplies close to 50 countries, and is responsible for 30 different brands.
One thing that has remained is their desire to break new ground. With the launch of SunRice's Baby Rice Cereal, the company had to find a way to reach a new target audience, generate consumer feedback and drive engagement and revenue.
Using the Brandcrush platform, SunRice collaborated with an activation partner to build a campaign suited to their intentions. They connected with BaoBag, a D2C supplier of fun and functional baby bundles filled with goodies to take the edge of parenting and keep the kids entertained.
The companies launched a campaign that benefitted both parties: BaoBag included samples of SunRice's Baby Rice Cereal in their packages, reaching 30,000 mums, dads and bubs across Australia for a cost-per-reach of only $0.50.
Through the activation, SunRice reached its target audience via a trusted source, and trust is the primary priority in the baby food industry. Plus, BaoBag surprised their consumers with a free sample, and who doesn't like gifts? But don't take my word for it. The results speak for themselves.
35% of respondents had never heard of SunRice's Baby Rice Cereal before receiving the sample. After trialling the product, 10% purchased more, 30% claimed they would buy more in the future, and over 40% are considering purchasing.
The activation was a huge success. Parents were elated to find a trustworthy product to help introduce their baby to solids, and most importantly, kids couldn't get enough of the cereal — they were all over it like white on rice!
