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CCTV’S 舌尖上的中国 “Taste of China”

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The playbook for activating your brand

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• Invest in certifications, organic

• Freshness date

• Origination label

• Explain additives

• One voice corporate messaging

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• Expand reach

• No shop? Distribute online: (yihaodian or tootoo.cn)

• Extend online marketing plan:

• No celeb? Try KOLs

• Weibo engagement

• Food safety forums

• Apps for food safety

• Publish direct to consumers, b2b and media

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• Promote links to traditional foods

• Ingredients as benefits, not just taste

• Origination if foreign

• Promote usage / education:

• Cooking demos, bloggers, KOL

• Dougou.com

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THANK YOU

Available at:

webershandwick.cn/foodforward