Xu Fu Ji: "Blessed and Sharing" Interaction in Xu Fu Ji's Chinese New Year

The traditional confectionery brand Xu Fu Ji is one of the most important products for the Chinese New Year. However, in recent years, competitors have risen sharply, while the brand image of Xu Fu Ji has deteriorated significantly, and loyal consumers have decreased by 7%. The brand hopes to further deepen the relationship between the Spring Festival and Xu Fu Ji on the basis of the Spring Festival marketing in 2019.

Case details

Brand : Xu Fu Ji

Brand owner : Nestle

Main Agency : Mindshare Media

Put on the market : Mainland China

Launch time : December 16, 2019-January 16, 2020

Industry : Food

Media channels : music APP, travel ticketing APP, e-commerce platform, mini program, H5

Budget : 1.8 million

Case summary

Xu Fu Ji is a traditional Chinese candy brand and one of the main gifts for the Spring Festival. However, in recent years, the number of competitors has increased sharply, and at the same time, Xu Fu Ji's...

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