Campaign details

Brand: Hsu Fu Chi
Brand owner: Nestlé
Lead agency: Mindshare China
Contributing agencies: NetEase Music
Country: China
Industries: Confectionery
Media channels: Mobile & apps, Radio & audio
Budget: Up to 500k

Executive summary

Hsu Fu Chi is a traditional Chinese candy brand that has been a gifting staple during Chinese New Year. But with electronic red packets (envelopes with money) becoming a more preferred gifting option, the brand was losing relevance during this crucial occasion.

Hsu Fu Chi used the nostalgic power of music to recapture relevance, integrating into NetEase, one of the most popular music apps among its audience, to play celebrated Chinese songs from past decades. As people were on trains going back to their hometowns, Hsu Fu Chi took them on a trip down memory lane with these nostalgic songs.

This reinstated Hsu Fu Chi as a food gifting choice during the Chinese New Year – driving purchase while solidifying the brand's connection to this occasion.

Market background and context