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: MasterBrand owner: Kraft Heinz CompanyEntrant company: The Kraft Heinz Company, ShanghaiIdea creation: BBH, ShanghaiMarket: AsiaSector: Sauces, seasonings, condimentsMedia channels:Content marketing, Mobile & apps, Online display,...