Campaign details
Brand: Master KongBrand owner: Ting Hsin International GroupLead agency: BBDO ChinaCountry: ChinaIndustries: Convenience, readymadeMedia channels: Content marketing, Events & experiential, Social media, Sponsorship - media, Websites & microsites, Word of mouth, influencersBudget: Up to 500k
Executive summary
The instant noodles category had been on a long-term downward trajectory with annual sales dropping by as much as 17% as consumers looked for healthier snacking alternatives.
Master Kong, the largest player in China’s instant noodles market, needed to find a way to grow – albeit without any...