We worked with the UK's Agriculture & Horticulture Development Board for over five years to increase brand awareness of premium meat from Great Britain in Hong Kong. This was a far more challenging project as this was a brand awareness campaign with no physical product to sell.
Based on our knowledge of working in the Hong Kong market with retailers, restaurants and chefs, together with our agriculture and food experience and trade show expertise, we developed a range of year-long activities to keep meat from Britain front of mind for consumers and chefs.
These activities included social media marketing, sharing recipes tailored for the Hong Kong market; unique dining experiences at top restaurants for Hong Kong's most passionate influencers; chef competitions with judges from the best restaurants that nurtured young chef talent; chef tastings and ambassador engagement; media relations; and trade show support.
Measurement & Evaluation
Our campaign work kept meat from Britain front of mind, resulting in millions of impressions across social media and strong ongoing relationships with top local and international chefs, including Michelin chefs in Hong Kong, as well as providing training for up-and-coming chefs of Hong Kong. Overall the client has been very happy with the results and we continue to work with them.