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A 47% Brand Reputation, the category’s highest...

The Superior Taste Award is a great tool to create a multi-channel communication campaign focused on the taste of our snacks.

- Mr. Zhao Gang, Vice-President

SITUATION

Bestore is a leading snack brand present in 22 markets and focused on delivering innovative high-quality leisure foods.

Bestore’s brand communication strategy is focused on ingredients and product quality. It aims to put more emphasis on Taste, the first factor in consumer repurchase.

ACTION

Bestore participated in the 2019 Superior Taste Award. To boost their products’ taste perception, it then launched a large communication campaign focused on the Award: +1000 in-stores events on the premium taste of the snacks; +100 press articles featuring European chefs; advertising…

RESULTS

  • A 40% “11/11” 2019 day* sales growth vs. the 2018 edition
  • Unprompted Brand Awareness growth from 32% to 53% in 2019 (Nielsen)
  • Brand Reputation in Snacks grew to 47%, the highest of the category

* “11/11” is a Chinese shopping holiday, bigger than Black Friday and Cyber Monday combined

Weijie Li

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