Master: Kraft Heinz Master Soy Sauce equity campaign

Kraft Heinz-owned soy sauce brand Master used TikTok and Bilibili to widen the preference gap and grew sales and market share in China by changing its brand proposition from umami expert to champion of women's cooking.

Campaign details

Brand: Master Brand owner: Kraft Heinz Company Entrant company: The Kraft Heinz Company, Shanghai Idea creation: BBH, Shanghai Market: Asia Sector: Sauces, seasonings, condiments Media channels:Content marketing, Mobile & apps, Online display, Online video, Outdoor,out-of-home, Packaging & design, Point-of-purchase,in-store, Product sampling, Social media, Television, Websites & microsites, Word of mouth,influencers 1 - 3 million

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands