Flame Rice
Scope
Campaign
Industry
FMCG (Fast-moving Consumer Goods)
What I did
Digital Design, Motion Design, Print Design
Lighting a fire in the belly with a familiar favourite
Flame Rice has been a Papua New Guinean food staple for over 50 years. Proudly made in PNG, the tasty grain is the perfect accompaniment for any meal.
With the launch of new Medium Grain and Jasmine Rice products, Flame Rice wanted to strengthen its market-leading position and keep consumers hungry for its products. The company asked for a launch campaign to introduce more ways to enjoy Flame Rice to a nationwide audience.
A bold look and feel
A brand slogan as strong as ‘Winim Olgeta’ (meaning ‘best of all’) demanded a gutsy visual style. I combined bold typography with gritty texture in the brand’s high-contrast palette throughout campaign collateral.
A tasty reminder
Via television, print, digital, social, and outdoor, the campaign promoted the meal-time must-have’s delicious and nourishing qualities.
Rice for life
People of all ages were shown relying on Flame Rice for the strength and energy they needed for every activity.
Fanning the flames
Target audiences embraced the confident campaign, ensuring the heritage brand’s place at the tables and in the hearts of Papua New Guineans for years to come.