Campaign details
Brand: Master Kong Express NoodleBrand owner: Ting Hsin International GroupLead agency: BBDO ChinaContributing agencies: Carat, Dentsu Public RelationsMarket: ChinaIndustries: Convenience, readymadeMedia channels: Events & experiential, Livestreaming, Online video, Word of mouth, influencersBudget: 1 - 3 million
Executive summary
How does one re-ignite interest and drive growth of a mass-market, low-end packaged noodle brand that has been around for decades? This was the challenge Master Kong was facing as sales declined by 5.3% in 2018, the result of a 7% loss in brand appeal among...