SUNRISE SOYA FOODS UPDATES LOOK
By Adnews Staff
Sunrise Soya Foods of Vancouver spent September undergoing a face life and this fall will introduce a brand new look for the 43-year-old company. The face lift includes a new corporate logo, new packaging design and the introduction of a Fresh-Pack tofu concept. The new four color logo still includes Sunrise's traditional rising sun but also features waves of blue and green, representing sky and water, both of which are vital for the growth of soybeans. Chinese elements are also included in the new packaging such as the Sunrise character in calligraphy. Also included are expanded product claims, a statement of the company's position of using only non-genetically altered soybeans and a "BC-K" kosher certification symbol. Ken Koo Creative Group of Vancouver designed the new logo and packaging. Sunrise has also changed the way in which it sells tofu. The company began packaging fresh blocks of tofu in clear plastic tubs as opposed to traditional loose plastic bags. To promote the redesigned packaging as well as the new look, Sunrise launched a major advertising campaign created by Hamazaki Wong Marketing Group of Vancouver. The campaign targets the Asian market, attempting to educate consumers about the conveniences of the new format from Sunrise. Full page print ads are running in Vancouver's three major daily Chinese newspapers. Television ads in both Mandarin and Cantonese are also in use. The campaign is scheduled to run until mid-October. New packaging will be phased in during September and October.