Fortune, a major food brand of COFCO, is the leading home cooking oil brand in China.
Castro Tian, director of client service of Leo Burnett Beijing, was credited for leading this account win.
Donald Chan, the agency's group CEO, China, told Campaign Asia-Pacific that food safety is still a topic of high concern issue in China, and the client wants to reinforce its leading position and quality in its nationwide distribution.
Scandals over contaminated food have caused considerable public alarm in China in recent years. For example, in a case first reported in the last August, a court in Zhejiang Province on Wednesday began to hear a case involving 20 people suspected of turning a profit by selling "gutter oil"—oil made by recycling kitchen waste dredged from gutters behind restaurants.
The suspects have been charged with manufacturing and selling fake and substandard products, as well as manufacturing and selling toxic and hazardous food, said a written statement issued by the Intermediate People's Court in Ningbo.
Leo Burnett China is currently working on the creative account for COFCO’s rice. "This is a great start into 2013 for our Beijing office, and we look forward to expanding our relationship with COFCO," Chan said.
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