Campaign details
Brand: Guanghe Fermented Bean CurdBrand owner: Kraft Heinz CompanyEntrant company: The Kraft Heinz Company, ShanghaiIdea creation: BBH, ShanghaiMarket: ChinaSector: Sauces, seasonings, condimentsMedia channels: Events & experiential, Online video, Outdoor, out-of-home, Packaging & design, Social mediaBudget: 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 comforting taste of childhood...