Sculptures

Kris Donaldson

The success of the Ricegrowers' Co-operative's Sunrise brands and the 'Sculptures' campaign is a powerful example of how a relatively low interest category can be brought to life.

The Sunrice Sculptures

Kris Donaldson

BACKGROUND

In early 1988, members of the Ricegrowers’ Co-operative Limited and Clemenger Sydney met to begin development of a five year strategic plan to inject life into the Sunrice range of products’ sales performance. Unfortunately the Sunrice range had averaged only 4% sales growth per year, and this just kept pace with the dry goods category norm (Figure 1).

Sunrice’s positioning within the rice market, however, was very strong as they were clearly the market leader with over a 70% share of total retail rice. Therefore, any significant growth in rice consumption and...

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