Arawana Rice: Have a Heart

Hailey Huang

Campaign details

Brand owner: Arawana Rice
Agency: Young & Rubicam China
Brand: Arawana Rice
Country: China
Channels 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, Television
Media 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 this crisis and, in so doing, achieved its aim to become China's No.1 brand.

In 2012, Arawana Rice increased its market share by 292%. By having a heart.