Arawana Rice: Have a Heart

This case study describes how Arawana, the packaged rice brand, increased its market share in China during a food safety crisis by making a charitable donation.

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...

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