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SunRice launches new ‘It’s not the same without SunRice’ brand platform + campaign via Disciple


Disciple Sydney has created a new brand platform and campaign for foundation client SunRice.

Based on the insight that some consumers take rice for granted and forget how it marries with some of Australia’s favourite dishes, the campaign highlights situations where a meal wouldn’t be the same without SunRice.

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Says Pete Buckley, creative partner, Disciple: “It’s not the same without SunRice is such a simple but incredibly
powerful idea and a reminder that most dishes in people’s food
repertoires wouldn’t be the same without SunRice. It taps into a truth
that we can bring to life in many ways over many years.”

Says David Keldie, GM, SunRice Global Consumer Markets: “Disciple and SunRice have a long history.
Their experience and understanding of our business is very valuable to
us. The “It’s not the same without SunRice” campaign is the next
chapter, and in my opinion the best yet”.

Agency: Disciple
Creative Partner: Pete Buckley
Creative Partner: Tim Brown
Creative Team: Simon Veksner, Paul Suters & Pete Sherrah
Head of Client Service: Libby Weston-Webb
Account Manager: María José Amezcua
Client: SunRice
General Manager: David Keldie
Senior Marketing Manager: Jennifer Osborne
Senior Brand Manager: Vittoria Desiati
Brand Manager: Peta Thomas
Production Company: Guilty
Director: Tony Rogers
Producer: Tori Schaw
Executive Producer: Jason Byrne
Editor: Tim Parrington
Post: The Refinery
Audio: Nylon Studios
Music: Charlie @ Nylon Studios

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