Guanghe: Preserve a piece of childhood

Fermented bean curd brand Guanghe capitalised on its heritage by developing a 'treasure hunt' through social media to reposition the brand and engage with the post-80s generation in China.

Campaign details

Brand: Guanghe Brand owner: Kraft Heinz China Agency: BBH China Market: China (Mainland) Sector: Convenience, readymade Media channels: Content marketing, Events & experiential, Online video, Packaging & design Budget: 500k - 1 million

Executive summary