KangShiFu: Propelling restaurants to stardom

Chinese juice brand KangShiFu partnered with restaurants to grow its distribution and sales by driving more business to its partner establishments.

Campaign details

Brand: KangShiFuAgency: Mindshare ChinaRegion: APAC

Strategy

Objective

Restaurants are a high margin distribution channel for beverage brands in China, but it's also a channel that's dominated by carbonated drinks like Coke and Pepsi.

KangShiFu Juice products usually rely heavily on retail channels, but due to diminishing profit margins there, KangShiFu needed to find a way to break into the lucrative restaurant channel.

Target Audience

But how could KangShiFu convince restaurants, with whom it has a very weak or no relationship, to start carrying more KangShiFu juice products instead of just the usual carbonated...

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