SunRice has teamed up with TV cook and personality Poh Ling Yeow who will become its new brand ambassador and the face of a new in-store activation.
The foodie, author, artist and television presenter, rose to fame following the first season of MasterChef Australia in 2009.
Poh's ambassadorship starts with the 'SunRice to the Rescue' activation, which will see her creating dinner recipe ideas. These will be shared via video tutorials, recipe cards and an in-store display unit near the Fresh department in stores which will hold most of the needed items.
SunRice to the Rescue will feature in over 800 retailers across Australia in September (Woolworths) and November (IGA stores).
Nathan Low, Head of Marketing and Innovation at SunRice said: “We are delighted to partner with Poh. She is a household name, shares our passion and love of rice and really gets what we are trying to do.”
“We know from our shopper insights that consumers are looking for quick, versatile meals to make at home. They want to be inspired and are keen to try new cuisines. Yet more and more people are time-poor, which is driving a need for achievable inspiration.”
Poh said: “I’m thrilled to be joining the SunRice team; rice is in my veins and SunRice is a company I’ve admired from afar for many years. We share the same values and desire to revolutionise mealtimes.”
“Food is a huge part of my life and I want people to love it as much as I do. I’ve grown up in a food-obsessed culture and I’m really excited about inspiring home cooks to make mealtimes fuss free, easy and fun.”
