Master: Kraft Heinz Master Soy Sauce equity campaign

Kraft Heinz-owned soy sauce brand Master used TikTok and Bilibili to widen the preference gap and grew sales and market share in China by changing its brand proposition from umami expert to champion of women's cooking.

Campaign details

Brand: Master Brand owner: Kraft Heinz Company Entrant company: The Kraft Heinz Company, Shanghai Idea creation: BBH, Shanghai Market: Asia Sector: Sauces, seasonings, condiments Media channels:Content marketing, Mobile & apps, Online display 1 - 3 million

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