Campaign details
Brand: MasterBrand owner: Kraft Heinz CompanyEntrant company: The Kraft Heinz Company, ShanghaiIdea creation: BBH, ShanghaiMarket: AsiaSector: Sauces, seasonings, condimentsMedia channels: Content marketing, Mobile & apps, Online display, Online video, Outdoor,out-of-home, Packaging & design, Point-of-purchase,in-store, Product sampling, Social media, Television, Websites & microsites, Word of mouth,influencersBudget: 1 - 3 million
Executive summary
Master from Kraft Heinz, the leading soy sauce brand in South China, despite owning top functional category drivers, was losing out to large local players such as Haitian, thanks to their higher...