Master Kong: KSF - Kung-fu of Noodles

The case study explains how KSF Instant Noodles, a leading instant noodles brand in China, used a Hollywood blockbuster to create branded content and introduce KSF's new product range to the market.

Master Kong: KSF - Kung-fu of Noodles

Campaign details

Brand: KSFBrand owner: TingYi(Cayman islands)holding Corp.Lead agency: TrioisobarContributing agencies: Isobar, Carat, DentsuCountry: ChinaIndustry: Food industry (general)Channels used: Cinema, Content marketing, Events & experiential, Internet - microsites, Mobile & apps, Online video, Outdoor, out-of-home, Packaging & design, Sales promotion, Social media, TelevisionMedia budget: 5 - 10 million

Executive Summary

Almost every Chinese eats instant noodles. The competition in this category is fierce. As instant noodles are a low-involvement category, it is getting harder for KSF, a Taiwanese...

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