Charoen Pokphand Foods - Making Inconvenient Food Convenient

In 2006, CP Foods successfully launched shrimp wonton – a product associated with freshness and painstaking preparation into the frozen convenience foods category in Singapore.

Charoen Pokphand Foods – Making Inconvenient Food Convenient

CAMPAIGN SUMMARY

In 2006, CP Foods successfully launched shrimp wonton – a product associated with freshness and painstaking preparation into the frozen convenience foods category-in Singapore. The objectives against which success was to be measured included the ability to create enough appeal and curiosity around the product, to motivate Singaporeans to ignore their conventional wisdom that shrimp wonton should only be homemade or eaten at restaurants, and give this frozen instant “shrimp wonton” a try. The campaign needed to establish the mutual traits of quality and convenience, on top of encouraging trial....

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