Reserve a Piece of Childhood

Andrea Chen 陈立维，Tiexin Li 李铁鑫，Dhiren Amin

Guanghe fermented bean curd is one of the oldest food brands in China, but the brand faces problems of decline and aging. The brand hopes that through this campaign, the familiar flavors of childhood will be brought back to the public eye, the brand will be re-energized, the interaction with consumers born in the 1980s and 1990s will be re-established, and sales will be increased.

Case details

Brand: GuangHe fermented bean curd / GuangHe Furu

Brand owner: GuangHe fermented bean curd / GuangHe Furu

Main agency: BBH Advertising (Shanghai) Co., Ltd. / BBH China

Main agency holding group: Publicis Groupe / Pubilicis Groupe

Secondary agency: Design Bridge, Ergeng/ErGeng, Eclipse/Rishiji

Market launch: Mainland China

Industry: Sauces and Condiments

Media Channels: H5, Targeted Advertising, Video/Micro Film, Social Media, Events, Activities & Experiences, User Native Content (UGC), Brand Crossover/Joint Marketing

Budget: 6-8 million

Case Summary

How can an aging food brand that is declining day by day attract...

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