Hsu Fu Chi: Chinese New Year Memory Train

HsuFuChi, a candy brand, used the nostalgic power of music to recapture relevance in China.

Campaign details

Brand: HsuFuChi Brand owner: Nestlé Entrant company: Mindshare China, Shanghai Market: China Sector: Confectionery Media channels: Mobile & apps, Radio & audio, Social media, Websites & microsites Budget: Up to 500k

Executive summary

HsuFuChi is a traditional Chinese candy brand that has been a gifting staple during Chinese New Year. But with electronic red packets (envelopes with money) becoming a more preferred gifting option, the brand is losing relevance in this crucial occas

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