1990s hit ‘Ice Ice Baby’ provides the soundtrack to a new SunRice campaign that pushes for Australians to include an additonal rice meal into their weekly shop.

The campaign is a collaborative effort between Bastion and Nunn Media. It features a multi-channel approach including TV, BVOD, X-Track DOOH, YouTube, and paid social media platforms. The initiative also enlists the support of notable SunRice ambassadors and food influencers such as Poh Ling Yeow, Minoli De Silva, Connor Curran, Tom Smallwood, and Dim Sim Lim.

Additionally, the strategy encompasses retail out-of-home (OOH) advertising, in-store activations, and pre-dinner audio segments to further promote the brand’s message. SEO and SEM efforts are being spearheaded by Alley Group.

The initiative also received support from The Behavioural Architects, James Phillip Design, Integrated Marketing Solutions, AKA Brand Design, and Impress.

Bastion Group Chief Creative Officer Simon Langley said, “It’s not every day you get to create a campaign that uses such an iconic track that transcends so many different generations. It’s bold and fresh for the category and I’m confident it will have people thinking (and maybe even singing) about rice next time they’re in the supermarket aisle.”

SunRice Marketing Director Jeci David added, “This is a bold step for SunRice, pairing our message with a song everyone knows and can’t resist singing along to. It’s about taking something familiar, giving it a fun twist and making rice part of the cultural conversation, as well as the dinner table. The playful reimagining of Ice Ice Baby as SunRice Baby is designed to grab attention, create joy and remind people just how versatile our products can be; from quick stir fries to hearty curries and easy rice bowls.”