CASE STUDY: Pak Fook Granny wanted for HK$1 million

Background

Pak Fook is a brand that is distinctively linked to Hong Kong and prides itself on its Chinese identity. The soy product line includes a variety of tofu and soy bean milk. It has a strong personality and concrete values. It believes in the importance of family, healthy living, good nutrition and traditional values.

Despite being a major part of the lives of local people in Hong Kong, Pak Fook had limited interaction with them and had never before rolled out a major campaign.

Aim

To reconnect with local people and get them interact with the brand. To establish and maintain an online and media presence to generate positive word-of-mouth.

Execution

Use the most recognisable aspect about Pak Fook - the Granny logo - and hold an ‘American Idol' style competition for a Hongkonger to become the real Pak Fook Granny and win a HK$1 million (US$13 thousand) contract to act as the brand ambassador for three years.

The 360 marketing approach involved traditional PR, digital influence, advertising and on-ground events. The competition has five rounds, each testing a Pak Fook value: the ability to interact with the public (friendliness), nutritional knowledge (school nutritional talks), healthy active lifestyles (Tai-Chi class) and skills in cooking (the cook-off).

Potential Grannies entered the competition by submitting a video of themselves to the microsite www.pakfookgranny.com.hk. The 12 top-ranking Grannies were selected via public vote and interviews with Nestle executives.

Eight Grannies were selected through public vote based on their ability to market Pak Fook products on a street full of pedestrians.

The campaign is looking forward to round three where the Grannies head to schools to educate children on the importance of good nutrition.

Result

Pak Fook Grannies websites received more than 1.8 million hits since its launch in April 2010.

Sales volumes generated by print, broadcast and online media coverage generated totaled nearly US$102,909.

Credits:
Project Wanted: Pak Fook Granny for HK$1 Million
Client Nestle
Creative agency S.O.S. Communications
Executive creative director Silas Lai
Creative director Alan Cheung
Art director Mike Wong
Copywriter Jack Forest
Media agency Mindshare
PR agency Ogilvy Public Relations Hong Kong
Exposure Online, on-ground