1. THE CHALLENGE
FALLING RICE CONSUMPTION IN TAIWAN
THE TASK
“How would you propose
uncovering insights on rice beliefs
to shape the campaign recommendation? ”

2. THE BRIEF
Prosperity has resulted in huge changes in dining options for the modern Taiwanese, who have largely
deserted rice in favour of a more international diet. Taiwan now has one of the lowest annual rice
consumption levels in Asia and over 20% of its formerly productive rice paddies were left idle in 2010.
Driving increased rice consumption will offer significant national economic benefits.
“For every additional spoonful of rice locally
consumed each day, an additional US$33million
GDP is generated.”

3. THE OBVIOUS SOLUTION :
Get MORE people, to eat MORE Rice,
MORE Often, and in MORE Places.
But first, we need to ask:
Why are LESS people, eating LESS Rice,
LESS Often, and in LESS Places?

4. UNPREDICTABLE
MONOTONOUS
WEIGHT-GAIN
STARCHY IT IS LIKELY THERE
FATTENING IS A PERCEPTION
BORING
TASTELESS
UNINTERESTING
CHALLENGE AT
UNEXCITING
PLAY HERE.

5. THE TASK. “How would you propose uncovering insights on rice beliefs
to shape the campaign recommendation?”
• Look for Connections.
• Look for Surprises.
• Look for Stories. “Could there be
• Look for AHA! something here?”
HERE ARE 6 “TOOLS” I’D USE……

6. #1. BE OPRAH. (OR CHANNEL OPRAH)
ASK THE IMPORTANT QUESTIONS!.
SPEND TIME WITH THE CLIENT, OR ANY STAKEHOLDER POTENTIALLY HOLDING
ONTO NUGGETS OF VALUABLE INFORMATION

7. Just as Rice is a Staple for many Asian diets….
There are staple questions a good planner should always ask the client.

8. These staple questions will deliver the ingredients to create…

9. #2. BE A SPONGE.
GET INTERESTED!
BUILD A LIST OF “DID-YOU-KNOWs”

10. SOAK IN…..THE HISTORY.
DID YOU KNOW?
Rice has been cultivated since ancient times in Taiwan and has been grown on
the island for at least 3,000 years.
It plays a key role in the culture and customs of the Taiwanese people.
SPEND TIME WITH THE CLIENT, OR ANY STAKEHOLDER POTENTIALLY
HOLDING ONTO NUGGETS OF VALUABLE INFORMATION

11. SOAK IN…..THE HISTORY.
DID YOU KNOW?
Rice was innovatively used to build houses for families because of its stickyness.
Of course, it isn’t used for construction anymore. But being the centre of family
meals, you could say it has continued to play a “bonding” role during meal
times.

12. SOAK IN…..CULTURAL SYMBOLISM.
DID YOU KNOW?
“How are you, Have you eaten rice” is used generally as a courtesy greeting term.
“Eat Rice Now” is used generally as a call to meal time, regardless of the dishes.

13. SOAK IN…..THE TRENDS.
DID YOU KNOW?
Nearly half of the Taiwanese youth are very interested in the economic
development of Taiwan and they believe that Taiwan and mainland China are
two separate entities (Taipei Economic and Cultural Office)

14. SOAK IN…..THE TRENDS.
DID YOU KNOW?
Taiwanese love their snacks. They call them “Xiao Chi”.
Many of these popular snacks, from pastries, to vermicelli, to sweets are made
from a Rice Paste.

15. #3. BE IMMERSED.
GET RIGHT INTO THE TRENCHES AND EXPERIENCE THE CATEGORY FROM THE
EYES, MOUTHS, BELLIES OF THE TARGETED CONSUMER SEGMENT.

16. #4. BE INVESTIGATIVE.
DEVELOP A JOURNALISTIC APPROACH TO SNIFFING OUT
INFORMATION FROM DIFFERENT SOURCES.

17. YouTube videos
Documentaries
White Papers
Case Studies
Research Papers
News Articles
Subject Matter Experts
Everyday Consumers
Merchants
Restaurant Owners
Shopkeepers
Chefs
Mums

18. #5. BE CREATIVE. (BUT DON’T PLAY CREATIVE)
LOOK FOR PATTERNS.

19. What does the Council of Insights can be very powerful
Agriculture want? COA Consumers if they can be organized and
framed in the context of
What does the Intended Shared Purpose
Consumer Segment want?
Shared Purpose
THEMES
1 2 3 4
“The dish formerly
“Health is Wealth” “The Rice that Binds” “Feed our Future”
known as Rice”
Consumers have become Consumers have become Consumers desire for the Consumers want to secure
very health conscious and bored of rice in the comforts of simplicity in the best future for their
watch their diets carefully. context of tasty Taiwan the increasingly frenetic future generations and are
snacks and international pace of urban fiercely nationalistic.
COA wants to promote cuisine. They love new development
regular rice consumption treats COA wants to educate
as a part of healthy diets COA wants to leverage the consumers on the national
due to its rich nutrient and COA wants to promote the rich symbolism of familiar economic importance of
vitamin content as well as variety of dishes and traditions associated with rice consumption as vital
it being a good source of cuisines that uses rice as a Rice and promote rice as to maintaining healthy
energy. key ingredient base to part of meal time rituals GDP growth.
change perceptions of for family bonding.
Rice being a predictable
dish.

20. #6. BE A CONDUCTOR.
ORGANIZE INSIGHTS INTO AN INSPIRED, COHESIVE PLAN AND
HARMONIZE ALL REQUIRED DISCIPLINES AND TEAMS TOGETHER .

21. TRANSLATE THE INSIGHTS INTO A CREATIVE BRIEF
WHY ARE WE DOING THIS?
WHATS THE CONSUMER PROBLEM WE ARE ADDRESSING?
WHO ARE WE TALKING TO? CONSUMER INSIGHTS.
WHAT DO OUR CONSUMERS THINK OF NOW?
WHAT DO WE WANT THEM TO THINK/FEEL/DO? (DESIRED RESPONSE)
WHAT SHALL WE TELL THEM?
WHY SHOULD THEY BELIEVE US?
F ADVERTISING
E DIGITAL
E SOCIAL
D PR
S EVENTS
ETC

22. FOR EXAMPLE :
WHY ARE WE DOING THIS?
Repair Current perceptions that Rice is “fattening”.
Remind Consumers about the health benefits of Regular Rice Consumption
WHATS THE CONSUMER PROBLEM WE ARE ADDRESSING?
Weight is my enemy. I’m always watching what I eat. Eating rice increases my chances on putting on
weight.
WHO ARE WE TALKING TO? CONSUMER INSIGHTS.
“The Balance Seekers”
Taiwanese love to eat. But this group is dissatisfied with their weight and recognize the health threats.
They are trying to eat a healthy diet but often eat when they are stressed or upset. They don’t like to
exercise but are pleased with themselves when they do. Motivated to eat well and exercise more, they
have confidence in their ability to engage in physical activity but have low informed knowledge of healthy
dietary requirements. This group has since cut down on their rice consumption as it gives them a sense of
empowerment that they are controlling their diets.

23. WHAT DO OUR CONSUMERS THINK OF NOW?
Rice is full of starch and has little nutrients. I can enjoy more of the other foods I love without
rice filling me up.
WHAT DO WE WANT THEM TO THINK/FEEL/DO? (DESIRED RESPONSE)
We want them to think that Rice can be a healthy option. We want them to feel they can stay in
control with rice and it will keep them feeling successful in living their healthy lifestyles. We
want them to eat more rice at mealtimes and recognize that its really other accompanying high
calorie foods that are the real culprits of weight-gain instead.
WHAT SHALL WE TELL THEM?
Its not rice that you should be sacrificing in your quest for weight-loss. Obesity cases are
increasing in Taiwan due to the popularity of Western food items that are rich in oil and sugar.
Rice is a healthier option than flour-based foods as rice has more nutrients and is more natural
than other flour-based foods.
WHY SHOULD THEY BELIEVE US?
Rice is rich in carbohydrates, one of the three calorie-delivering nutrients
that provide fuel for your body. It is a good source of vitamins and minerals.
It is also an important source of energy for the body.
Rice is nutritious. Rice is high in complex carbohydrates, contains almost no
fat, is cholesterol free, and is low in sodium, except for the salt added to the
cooking water. All rice, both brown and white, is considered a good source of
vitamins and minerals. Rice is gluten-free and easily digestible making it a
good choice for infants and people with wheat allergies or digestive
problems

24. IN SUMMARY…
• BE OPRAH.
ASK IMPORTANT QUESTIONS.
• BE A SPONGE.
GET INTERESTED AND SOAK IT IN.
• BE IMMERSED.
ASK IMPORTANT QUESTIONS.
• BE INVESTIGATIVE.
YOU ARE A JOURNALIST.
• BE CREATIVE.
LOOK FOR PATTERNS.
• BE A CONDUCTOR.
HARMONIZE.