To highlight the various tastes of rice and friends studio in Thailand launched The Rice Sommelier campaign
New Thai agency, and friends studio Bangkok, has created ‘The Rice Sommelier’, a new initiative designed to make people really understand the different identities of rice. The concept is a rice tasting session that is similiar to a wine tasting session.
All around the world, many local producst have their own identity in term of tastes, color, profile, name, and all other characteristics. This differentiates their local products to other local products in other countries, which then allows them to sell the product at the premium segment.
However, the product of Thai Rice, has never been studied and communicated in such way.
If you ask Thais, or even Thai farmers, what the character of each local rice is, they will only tell that it’s so soft or very sweet. But no one can really describe the profile of the thousands of different rice that are grown in Thailand. As a result Rice becomes a low cost commodity.
Farmers don’t want to grow local rice anymore because there is no demand. So Thai’s are left with only jasmine rice.
Sunharr, an organic products website, wanted to lift the value of rice varieties.
By teaming with a small group farmers in Esan who specialize in growing local and rare rice and with Thai cuisine chefs, sensory experts and baristas they designed the tasting methodology and profile scoring system which included aromas, taste and mouthfeel. The result is The Rice Sommerlier.
The pilot tasting was hosted at Bo.lan restaurant and rice enthusiasts joined to taste the rice in in-depth sessions. Then after processing all data collected via the online platform, they then turned them to each rice profile and identity.
Agency: and friends studio, Bangkok
Client: Sunharr Organic Website
Creative Consult: Suthisak Sucharittanonta
Creative: Chalit Manuyakorn
Creative: Pakanat Tanprayul
Creative: Jane Chayanun
Account Management: Pimolrat Ack
Producer: Nanticha Nan
Voice Artist: Peung Kanya