Cook Poh Ling Yeow fronts new ‘SunRice to the Rescue’ campaign via EVO as brand ambassador

SunRice, Australia’s largest selling rice brand, has today announced TV cook and personality Poh Ling Yeow as its new brand ambassador. Yeow will front SunRice’s latest campaign ‘SunRice to the Rescue‘ via EVO.

Foodie, author, artist and television presenter, Yeow is one of Australia’s most celebrated cooks. Rising to fame following the first season of MasterChef Australia in 2009, Yeow went on to star in three seasons of her own cooking show Poh’s Kitchen on ABC1, write a number of cookbooks and her SBS ONE food and lifestyle program, Poh & Co, is going into its second series.

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The campaign sees Yeow creating recipe inspiration to help solve the everyday dilemma of ‘what’s for dinner’.

Says Nathan Low, head of marketing and innovation at SunRice: “We are delighted to partner with Poh. She is a household name, shares our passion and love of rice and really gets what we are trying to do.

“We know from our shopper insights that consumers are looking for quick, versatile meals to make at home. They want to be inspired and are keen to try new cuisines. Yet more and more people are time-poor, which is driving a need for ‘achievable’ inspiration.

“We launched the SunRice to the Rescue campaign to take away the stress of choosing what to eat for dinner every night. We’ve got everything consumers need to make meal planning easy, from video tutorials, to recipe cards and an in-store activation. We are really excited to be working with Poh – she is the perfect fit for our brand.”

Says Yeow: “I’m thrilled to be joining the SunRice team; rice is in my veins and SunRice is a company I’ve admired from afar for many years. We share the same values and desire to revolutionise mealtimes.

“Food is a huge part of my life and I want people to love it as much as I do. I’ve grown up in a food-obsessed culture and I’m really excited about inspiring home cooks to make mealtimes fuss free, easy and fun.

“We have lots planned for the year its great to be part of such an incredible collaboration.”

The SunRice to the Rescue campaign includes:

Pre-store shopper integration

In-store amplification at Woolworths, IGA and Coles

SunRicetotherescue.com.au microsite

“Share & Win” Consumer Promotion

PR & Social Media activations

Client: SunRice

Content: Buchanan Group