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SunRice names new brand ambassador

sunrice

Australia’s largest selling rice brand, SunRice, has recruited TV cook and personality, Poh Ling Yeow, as its new brand ambassador.

Foodie, author, artist, and television presenter, Poh will kick start her ambassadorship with the SunRice to the Rescue activation, which will see Poh creating recipe ideas to help solve the everyday dilemma of ‘what’s for dinner’.

SunRice to the Rescue will feature in more than 800 retailers across Australia, including Woolworths supermarkets from September and IGA stores in November.

“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,” Nathan Low, head of marketing and innovation at SunRice said.

“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. With only five key ingredients, three simple steps, and in 20 minutes, everyone can recreate one of Poh’s delicious meals.

“We’ve got everything consumers need to make meal planning easy, from video tutorials, recipe cards and a first of its kind in-store display unit near the Fresh department in stores which holds nearly all the items you’ll need. Above all, we are really excited to be working with Poh – she is the perfect fit for our brand.”

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