DMG charges for total rebranding of Heinz Long Fong frozen foods brands in China

DMG’s scope of work ranging from brand positioning strategy, integrated communication campaign from a creative perspective to point of sales materials and packaging development for Long Fong family products.

Originally from Taiwan, Heinz Long Fong produces and sells frozen dim sum. The company was founded in 1984 and is based in China. Heinz Long Fong operates as a subsidiary of Heinz (China) Sauces & Condiments Co.

“DMG’s strong reputation in the marketing and creative landscapes, together with their China market & consumer insight to the Heinz Long Fong brand led to the decision of our partnership,” said Max Wetzel, marketing integration director of Heinz Long Fong.

DMG China's client portfolio includes Volkswagen, Nike, Johnson & Johnson, NBA, the company's spokesperson said they will help to have a total rebranding exercise for the Heinz Long Fong brand in China, which has not been active advertising for a few years.

Heinz also has two other subsidies in China including Heinz-Cosco Tianjin Food Co and Heinz Mei Wei Yuan in Guangzhou.

In November 2010, Heinz completed its its acquisition of Foodstar, a leading manufacturer of premium branded soy sauces and fermented bean curd in China.

William Johnson, Heinz Chairman, president and CEO said in its company release, “the acquisition of Foodstar gives Heinz a solid growth platform in China’s rapidly expanding $2 billion plus retail soy sauce market. It also accelerates our growth in China, a key emerging market where Heinz is already well-positioned with our growing infant nutrition business and Long Fong.”

He added: “Foodstar’s excellent brands are well-positioned in southern China and are a natural fit with Heinz’s core capabilities in sauces. Our goal is to drive the growth of these popular brands by leveraging our company’s global scale and expertise in innovation, marketing, sales and distribution in China.”