Sanquan Frozen Foods hands media business to Vizeum China

Sanquan hopes to consolidate media investment for better effectiveness and efficiency. The pitch was called in August and also involved Group M agencies Maxus and Mediacom.

As Sanquan’s media partner, Vizeum is tasked to help grow Sanquan’s market share in China’s rapidly growing frozen food sector for its full portfolio of products.

Based in Zhengzhou, the capital city of North China’s Henan Province, Sanquan is arguably the biggest frozen dumpling maker in the country. According to Forbes, its first-half revenue this year increased by 25 per cent to Rmb998.6 million (US$146 million). The company reported a net profit of Rmb56 million, up 16.5 per cent from the first six months of last year.

Vizeum is Aegis Media’s international service network, while Vizeum China is a joint venture between Vizeum and Charm Communications, one of China’s leading TV airtime buying and advertising agencies.

In August, Sanquan appointed Euro RSCG Shanghai as its agency-of-record, marking the first time the company partnered with a 4A agency.