SunRice has unveiled a new advertising campaign featuring celebrity chefs Poh Ling Yeow and Minoli De Silva. The campaign is a response to consumer research indicating a trend towards 'eating in' and recreating restaurant experiences at home, with curry emerging as a popular choice.

The campaign includes tips for making a variety of curries at home, with recipes being shared across TV, online, out-of-home (OOH), and social media platforms.

The campaign was developed by JPD Agency, in collaboration with Havas Media, and is an extension of the 'Fried Rice Hacks' campaign developed by Enigma Communications in 2022. The TV commercial for the campaign will air across Channel 9, 10, Foxtel, and SBS. SunRice's Indian Grown Basmati rice is being promoted as the perfect base for curry dishes. The campaign launched on October 20th.

"Poh and Minoli bring a vibrant energy and wealth of cooking knowledge to this campaign – making them the perfect fit. We hope to inspire families to explore flavourful curry meals with SunRice’s Indian Grown Basmati rice as the perfect fluffy base," said Tamara Howe, SunRice Group Chief Marketing Officer.

Andreas Katsiroubas, SunRice Group Brand Manager, echoed these sentiments, stating, "Curry is a much-loved dish among Aussies and it’s easy to know why; it’s tasty, great value, and can cater to the flavour preferences of the whole family. It was a joy working with our talented chefs and all our partner agencies to convey this through the campaign."

James Peltekis, JPD Company Director, expressed pride in the campaign's execution, saying, "Bringing this from concept to screen was an exciting challenge and we couldn’t be more proud of the outcome."

The campaign's focus on home cooking and the use of celebrity chefs aligns with the current trend of 'eating in' and recreating restaurant experiences at home. By providing tips and recipes for a variety of curries, SunRice said it's positioning itself as a go-to resource for home cooks looking to expand their culinary repertoire.