Hsu Fu Chi: Chinese New Year Memory Train

Hsu Fu Chi, the traditional Chinese candy brand, recaptured the waning Chinese New Year food gifting market by using the nostalgic power of music to gain relevance and drive purchase.

Campaign details

Brand: Hsu Fu ChiBrand owner: NestléLead agency: Mindshare ChinaContributing agencies: NetEase MusicCountry: ChinaIndustries: ConfectioneryMedia channels: Mobile & apps, Radio & audioBudget: Up to 500k

Executive summary

Hsu Fu Chi is a traditional Chinese candy brand that has been a gifting staple during Chinese New Year. But with electronic red packets (envelopes with money) becoming a more preferred gifting option, the brand was losing relevance during this crucial occasion.

Hsu Fu Chi used the nostalgic power of music to recapture relevance, integrating into NetEase,...

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