Campaign details
Brand: Guanghe Fermented Bean CurdBrand owner: KaiPing Guanghe Fermented Bean CurdEntrant company: BBH - China (mainland)Idea creation: BBH ShanghaiMarket: Greater ChinaSector: FoodMedia channels: Packaging & design, Websites & microsites, Social media, Word of mouth, Influencers, KOLs, Online videoBudget: 500k - 1 million
Executive summary
How does an ageing brand in a dying category, targeting ageing consumers, re-ignite 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...