Australian food brand SunRice has unveiled a bold new campaign, ‘SunRice Baby,’ reimagining the iconic 1990s track Ice Ice Baby with fresh lyrics to spotlight the versatility of rice and encourage households to add just one extra rice meal each week.
Created by Bastion, the campaign taps into nostalgia and pop culture with a lighthearted twist. The strategy was simple: remind Australians that rice easily fits into three everyday cooking styles—stir-fries, rice bowls, and as a side dish. These meal ideas are amplified through colorful visuals and the catchy SunRice Baby jingle, designed to stick in consumers’ minds.
“It’s not every day you get to work with a track that transcends generations,” said Simon Langley, Bastion’s group chief creative officer. “It’s bold and refreshing for the category, and I’m confident people will be thinking—and even singing—about rice next time they’re in the supermarket aisle.”
Jeci David, SunRice’s marketing director, echoed the excitement: “This is about taking something familiar and giving it a fun twist. By pairing our message with a song that everyone knows, we’re making rice part of both the cultural conversation and the dinner table. SunRice Baby is designed to grab attention, create joy, and remind Australians just how versatile our products can be.”
The campaign, delivered in partnership with Nunn Media, spans multiple channels including TV, BVOD, outdoor digital, YouTube, and paid social. Food personalities such as Poh Ling Yeow, Minoli De Silva, Connor Curran, Tom Smallwood, and Dim Sim Lim have been enlisted to share recipes and cooking inspiration, while organic social pushes out how-to content and in-store activations reinforce the message.
Search optimization, driven by Alley Group, ensures strong discoverability at the meal-planning stage. Retail displays, pre-dinner audio spots, and vibrant out-of-home executions round out the campaign.
Developed with input from The Behavioural Architects, James Phillip Design, Integrated Marketing Solutions, AKA Brand Design, and Impress, the initiative underlines SunRice’s ambition to position itself as a staple in Australian kitchens, while encouraging consumers to cook more creatively across cuisines and occasions.
