Xu Fu Ji-"Squash Heart" Music Time Train

罗岚

Xu Fu Ji, a traditional Chinese candy brand, was once a must-have item for every Chinese family during the Spring Festival. However, as the sense of festive rituals becomes less and less, the brand's association with the Spring Festival has gradually diminished. Xu Fuji hopes to reawaken the love of brands in Chinese families, increase the participation of young consumers, and increase brand influence.

Case details

Brand : Xu Fu Ji

Brand owner : Nestle

Main Agency : Mindshare Media

Put on the market : Mainland China

Delivery time : January 17-January 26, 2019

Industry : Food Retail

Media channels : Music APP, H5

Budget : 2.38 million

Case summary

Xu Fu Ji is a traditional Chinese candy brand and one of the main new year products for entertaining guests and giving gifts during the Spring Festival. However, as the use of online red envelopes as New Year gifts has become more and more widespread,...

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