Taiwanese rice: "Rice Up" to turnaround Taiwanese rice consumption

Marion McDonald and Sonia Sun

Campaign details

Brand owner: Taiwan Council of Agriculture
Agency: Ogilvy Public Relations
Brand: Taiwanese rice
Country: Taiwan
Channels 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 majority has deserted rice in favour of a more international diet. Which was great news for Taiwanese diners, but terrible news for the Taiwanese economy.

Presented with a standard brief to 'stimulate rice consumption' and a modest campaign budget, Ogilvy Public Relations choose to ignore the traditional recipe-based media relations' campaigns and invest instead in discovery. Primary and secondary research uncovered two unexpected insights into why the Taiwanese had deserted rice in favor of other options.