Union Rice has been the top selling brand in the Taiwanese rice market for many years. However, in recent years, with consuming behavior changing, consumers are affected by advertisement and the impression of eastern and western lands. A decline in sales pushed Union Rice to renew and reposition its brand.

We repositioned Union Rice as a “Traditional” and “Historical” brand because in the past, it was the brand of choice for the Japanese Emperor. This helped to remind consumers of the brand’s heritage and change their perceptions.