Guanghe: Preserve a piece of childhood

Fermented bean curd brand Guanghe capitalised on its heritage by developing a 'treasure hunt' through social media to reposition the brand and engage with the post-80s generation in China.

Campaign details

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

Executive summary

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...

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