Brand: GuangheBrand owner: Kraft Heinz ChinaAgency: BBH ChinaMarket: China (Mainland)Sector: Convenience, readymadeMedia channels: Content marketing, Events & experiential, Online video, Packaging & designBudget: 500k - 1 million
How does an ageing brand in a dying category, targeting ageing consumers, reignite growth by appealing to a post 80's millennial generation? By turning its stifling heritage into a window of re-association with childhood memories. By bringing the familiar taste of childhood to capricious, novelty-seeking modern palates, offering them comfort, instead.
This is the story...