Golden Resources appoints PHD to encourage young people to eat more rice

Ray Wong, CEO of PHD Hong Kong, told Campaign Asia-Pacific that young couples are not cooking as much at home, while younger women are eating less rice as part of their diets.

According to the Hong Kong Census and Statistics Department, Hong Kong people’s demand for rice has decreased in the past 40 years. In 1967, the average monthly consumption of rice per capita was about 9.2 kg, 2.4 times that in 2006.

"It is just young people who are eating less rice," Wong said. "How to encourage younger consumers to eat more rice, thus boosting rice consumption and maintaining their market leader’s position are the key challenges for the client."

He also pointed out that rice companies were used to much larger media budgets in the past, so they need to be smart in building brand sustainability. According to admanGo, Golden Resources' monitored media adspend in 2011 was US$6.5 million (HK$51 million), representing a 21 per cent year-on-year increase from 2010. It has been more than a decade since Golden Resources last engaged a 4A agency, as it has an in-house creative team.

For example, the agency will be lining up with Towngas to organise induction cooking class to teach more young people about the convenience and health benefits of home cooking.

Golden Resources was founded in 1946 and is a Hong Kong-listed investment holding company engaged in sourcing, importing, wholesaling, processing, packaging, marketing, and distributing rice in Hong Kong, China and other countries. It markets 30 brands of processed rice, including Golden Elephant, Kangaroo, Golden Boat, Cherry Blossom Castle, and Kam Heung.