Nestlé Pak Fook: 100 Recipes
Karen Lo and Joey Sin
Campaign details
Brand owner: NestléLead agency: McCann Worldgroup Hong KongBrand: Pak FookCountry: Hong Kong and MacauIndustry Dairy products, fats, oils, Sauces, seasonings, condimentsChannels used: Earned media, buzz, Magazines - consumer, Online video , Point-of-purchase, in-store, Print - general, unspecified, Social mediaMedia budget: Up to 500k
Executive summary
This case study describes how Nestlé Pak Fook, an established packaged bean curd (tofu) brand, was suffering from stagnant sales in Hong Kong as modern tastes changed. Despite tofu not...