Prestige: Taste the story of every dish

Eric Yu俞腾⻜, Andrea Chen陈立维

The "Weijixian" product created by the soy sauce brand Masterda focuses on the ultimate umami taste. However, due to the promotion of "freshness" by competing products with lower prices and higher media expenditures, the brand power of Masterda is gradually declining.
Case Details

Brand: Master

Brand Owner: Kraft Heinz

Main Agency: BBH China Advertising (Shanghai) Co., Ltd.

Main agency company holding group: Publicis Groupe

Contributing Agency: Eclipse

Launched on the market: Mainland China

Industry: Sauces & Condiments

Media channels:outdoor (outdoor billboards, transportation network media (aircraft, high-speed rail, subway, bus, taxi and other transportation lines), building media), television (OTT, TV), influencers (key opinion leader KOL, key opinion Consumer KOC), interactive/digital online (mini program, H5, online video advertisement, video/micro movie, social media, e-commerce platform) social (WeChat, Weibo, Xiaohongshu), short video & live broadcast ( Douyin),...

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