The full-service assignment that includes ATL, BTL, retail marketing, media planning and buying, was won after a three-way pitch against Euro RSCG and OgilvyAction.
The company was founded in Hong Kong in 1926 and has a long market presence in Southern China, Europe and North America among the Chinese communities, though the brand only expanded to Eastern China two years ago. It produces biscuit product Pop Pan.
The biscuit market in China is extremely competitive with global brands such as Kraft and many local players like Master Kong scrambling for market share.
“In order to cut through the clutter in the China market, we have to come up with unique communications that leverage the brand’s popularity among Chinese consumers in Hong Kong and worldwide,” said Kenny Wong, MD, WE Marketing, Shanghai.
The first campaign will kick off in April, first in Eastern China before expanding to other parts of the country; the company does not have an incumbent agency but used different agencies in Hong Kong for its products.
The company was founded in Hong Kong in 1926 and has a long market presence in Southern China, Europe and North America among the Chinese communities, though the brand only expanded to Eastern China two years ago. It produces biscuit product Pop Pan.
The biscuit market in China is extremely competitive with global brands such as Kraft and many local players like Master Kong scrambling for market share.
“In order to cut through the clutter in the China market, we have to come up with unique communications that leverage the brand’s popularity among Chinese consumers in Hong Kong and worldwide,” said Kenny Wong, MD, WE Marketing, Shanghai.
The first campaign will kick off in April, first in Eastern China before expanding to other parts of the country; the company does not have an incumbent agency but used different agencies in Hong Kong for its products.
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