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Behind the Line restructures digital program for SunRice

21 May 2009

SunRice are reporting a 1158% increase in online traffic after digital restructure by channel planning and integrated advertising agency Behind the Line.

Developing a “right user, right content” strategy and including new content such as video, mobile downloads and frequent user points to be earned and spent saw a twelvefold increase in traffic to the suite of SunRice online properties.

Digital has become one of the cornerstones of the company’s marketing program, increasing online transactions from 6,464 a month in June 2008 to 44,600 a month by April 2009. Digital has been successfully integrated into all offline and online programs including pack, in-store and all media.

Activity included re-configuring the corporate site www.sunrice.com.au and the launch of www.10minutemeals.com.au - a site including video cooking classes, mobile video and ingredient list downloads for quick and easy gourmet meals that has spun off into a Radio 2GB weekly cooking program.

Additionally, the flagship Recipe Club site www.recipeclub.com.au was launched with membership, bi-monthly competitions and holidays for members, product give-aways, research capabilities and - an FMCG first in Australia - with Foodie Points earned and spent by members (with a membership of 20,000 after 6 months and a 12 month target of 50,000 members).

Andrew Turley, Managing Director of Behind the Line says “Average annual online transactions for SunRice have risen from 77,568 to 465,720 a year. Continuing our integration strategies and increasing our focus on active online marketing, we are looking to reduce overall spend but leverage marketing through passive and active traffic.”

Behind the Line has integrated the digital strategy through all advertising, shopper activation, PR, online and distribution channels. Vector, the specialist digital business of the Behind the Line Group has planned and built the sites.

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