ABOUT

RICE OF THE HEROES

PROBLEM
In China, children are spoilt for food choices and enjoy a wide variety like pizzas, hamburgers, pastas and more. Zhong He Feng Jing - China’s leading rice brand - needed to find a way to make them love rice more.

INSIGHT
Children look up to mythological heroes from ancient Chinese history like the legendary Monkey King to the fearless warrior Guan Yu. We dug deeper into their stories and discovered that rice played an important role in their adventures and victories.

IDEA
We called upon these mythological heroes and created an epic storybook, filled with inspiring stories and mouthwatering dishes. Our heroes and their stories with rice were brought to life with vibrant illustrations, combined with interactive elements for children to create popular rice dishes. By combining history and rice in a new way, children were hungry for more stories, served best with Zhong He Feng Jing.