Arawana Rice: Have a Heart
Hailey Huang
Campaign details
Brand owner: Arawana RiceAgency: Young & Rubicam ChinaBrand: Arawana RiceCountry: ChinaChannels used: Events and experiential, Internet – microsites, widgets, Online video, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store media, Public relations, Sponsorship – event or property, Sponsorship – media, TelevisionMedia budget: 1 – 3 million
Executive summary
Following a series of food safety scandals, the Chinese food industry was losing credibility. Arawana, one of China's packaged rice brands, had to defend its 'healthy and tasty' reputation from the threat of...