Taiwanese rice: "Rice Up" to turnaround Taiwanese rice consumption
Marion McDonald and Sonia Sun
Campaign details
Brand owner: Taiwan Council of AgricultureAgency: Ogilvy Public RelationsBrand: Taiwanese riceCountry: TaiwanChannels used: Events and experiential, Internet - display, Internet - microsites, widgets, Internet - search, Point-of-purchase, in-store media, Public relations, Television, Word of mouth and viral Media budget:Up to 500k
Executive summary
'Eat your rice!' is a familiar cry that most Taiwanese children heard growing up, but which has long since died out. Prosperity has changed the modern Taiwanese diet and the...