SunRice Launches “Protein Rice, Baby!” With 3D OOH, Transit Advertising and City Takeovers

Launch Product Innovation With High-Impact OOH Advertising

When a new product needs fast awareness, OOH Advertising can help turn a functional product benefit into something visible across everyday consumer journeys. Local OOH can help brands plan 3D billboards, transit advertising, digital out-of-home, tram campaigns and high-impact outdoor brand activations.

From DOOH Advertising and Digital Signage to Transit Advertising, station takeovers and large-format Outdoor Media, the right media mix can make a product launch feel present throughout the day.

SunRice Turns Protein Innovation Into a Creative OOH Campaign

SunRice has launched Microwave Protein+, an Australian-first innovation in the rice category that delivers 10g of protein per serve, supported by Bastion’s new integrated campaign, “Protein Rice, Baby!”

The launch builds on last year’s “SunRice, Baby!” platform while responding to the growing focus on protein among Australian shoppers. According to the campaign information supplied, 28% of Australians actively seek high-protein foods when grocery shopping.

Rather than asking consumers to radically change what they eat, the proposition focuses on convenience: add more protein to familiar meals without giving up taste, speed or routine. That straightforward product story gives the campaign a strong foundation for Outdoor Advertising, where simple benefits need to land quickly.

“Protein Rice, Baby!” Builds on an Existing Brand Memory Structure

Bastion developed the original “SunRice, Baby!” platform and has now evolved it to introduce Protein+, once again playing with the cultural memory of the 1990s hit “Ice Ice Baby.”

That continuity allows SunRice to introduce new product news without abandoning a campaign idea audiences may already recognize. For OOH Marketing, that combination is especially useful: a recognizable campaign device can help audiences process new product information faster in high-traffic environments.

Digital Out-of-Home Brings Protein+ Into Everyday Australian Journeys

Working alongside Nunn Media and JPC, the campaign spans TVC, OLV, OOH, social and influencer activity as one integrated launch.

The outdoor component gives the product repeated visibility in the environments consumers already move through, including streets, tram networks, stations and major commuter hubs. This makes Digital Out-of-Home and Transit Advertising especially relevant to the campaign strategy.

Explore Digital Out-of-Home and transit advertising with Local OOH

3D OOH Advertising Gives the Product Launch More Visual Impact

The campaign introduces fresh executions across 3D OOH, giving the Protein+ launch a more dimensional and attention-grabbing presence.

A 3D animated billboard allows SunRice to move beyond a flat product message and create a more dynamic visual experience around the new range. Used as part of a wider DOOH Campaign, the format also gives the launch a standout execution that can travel through social media and earned coverage.

Full Tram Takeovers Expand Transit Advertising Across Three Markets

The OOH plan includes full tram takeovers across Sydney, Melbourne and the Gold Coast, giving SunRice a moving canvas for the Protein+ message.

This kind of Transit Advertising creates both reach and repetition. A branded tram can move through multiple streets and neighborhoods while remaining visible to pedestrians, motorists and passengers.

Bondi Junction and Manly Wharf Become High-Impact OOH Takeovers

SunRice is also using major takeovers at Bondi Junction Station and Manly Wharf, extending the campaign into high-frequency commuter and lifestyle environments.

Station and transport-hub takeovers can create a stronger sense of domination than isolated formats because multiple media surfaces reinforce the same campaign during one journey.

Melbourne Column Wraps Extend the Creative OOH System

The campaign also includes column wraps in Melbourne, adding another physical format to the outdoor mix.

By combining wraps, tram takeovers, station domination and Digital Billboards, SunRice creates an outdoor campaign system rather than relying on one repeated placement.

Why the Integrated OOH and DOOH Strategy Works

The campaign benefits from having a clear product story and an established creative platform. “Protein Rice, Baby!” creates memorability, while the 10g protein proposition gives consumers a direct reason to understand what is new.

That balance is useful in OOH Advertising: the creative idea attracts attention, while the product benefit gives the audience something concrete to remember.

An OOH Case Study in Launching a Category-First Product

SunRice’s Protein+ launch is a useful OOH Case Study because the product is introducing something new to the Australian rice category while still relying on familiar eating behavior.

The outdoor campaign mirrors that logic. Familiar OOH formats are combined with more distinctive executions such as 3D animation, tram takeovers and station domination to make the innovation feel new without making the message complicated.

What Brands Can Learn From the SunRice Protein+ OOH Campaign

• Build new product news on existing campaign recognition. A familiar platform can reduce the amount of explanation needed when launching an innovation.
• Use 3D OOH for standout launch moments. Dimensional animation can give a product additional visual impact and social shareability.
• Use Transit Advertising for repetition. Trams and transport hubs can keep a campaign visible throughout daily movement.
• Combine high-impact formats with practical product messaging. Strong creative should still make the new benefit easy to understand.
• Create an OOH system instead of relying on one format. Digital screens, trams, column wraps and station takeovers can reinforce one another across the market.

Final Reflection: SunRice Uses OOH Advertising to Make Protein+ Part of Everyday Meals

SunRice’s “Protein Rice, Baby!” campaign shows how OOH Advertising can help introduce product innovation without making the message feel overly technical.

By combining 3D OOH, Transit Advertising, station takeovers, column wraps and broader Outdoor Media, the campaign places Microwave Protein+ into the same everyday routines the product is designed to support.

The result is a strong example of Creative OOH that balances cultural recognition, product news and high-frequency media exposure.