Campaign details
Brand: HsuFuChiLead agency: Mindshare ChinaRegion: APAC
Strategy
Objective
Chinese New Year is the time for family reunions for all Chinese families. Gifting and sharing sweets is a big tradition because it indicates a sweet year to come. And Hsufuchi, a traditional Chinese candy brand, used to be every Chinese family's Chinese New Year staple.
This heart-warming tradition, however, is slowly losing relevance. With the popularity of electronic red packets, sending new year blessings is as easy as a few taps on mobile phones.
Hsufuchi's business took a big hit too. Among those aged...