Master Kong: Take Off with Master Kong

Master Kong, the Chinese instant noodle brand, turned around declining sales by tapping into the trend of Chinese travellers' craving to eat instant noodles when travelling abroad.

Campaign details

Brand: Master KongBrand owner: Ting Hsin International GroupLead agency: BBDO ChinaCountry: ChinaIndustries: Convenience, readymadeMedia channels: Content marketing, Events & experiential, Social media, Sponsorship - media, Websites & microsites, Word of mouth, influencersBudget: Up to 500k

Executive summary

The instant noodles category had been on a long-term downward trajectory with annual sales dropping by as much as 17% as consumers looked for healthier snacking alternatives.

Master Kong, the largest player in China’s instant noodles market, needed to find a way to grow – albeit without any...

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