BelVita giving you the vitality to try something new

Shanghai

For most Chinese, breakfast consists of congee, jianbing, deep-fried dough stick, etc. While this traditional type of breakfast has existed for centuries, younger generations began to question its nutritional benefit and start exploring modern alternatives.

With Belvita, Mondelez wants to introduce a new kind of breakfast in China, designed for busy people on the go and packed with the right nutrients to support their daily routines.

CN
E 5.3 million RMB sales growth

BRIEF

For most Chinese, breakfast consists of congee, jianbing, deep-fried dough stick, etc. While this traditional type of breakfast has existed for centuries, younger generations began to question its nutritional benefit and start exploring modern alternatives.

With Belvita, Mondelez wants to introduce a new kind of breakfast in China, designed for busy people on the go and packed with the right nutrients to support their daily routines.

 

 

INSIGHT

What we learn is that there is a whole new generation of people craving for new experiences. So we wanted to get breakfast believers (adult 25-35 y.o) who are already consuming modern breakfast to make Belvita a part of their breakfast repertoire by surprising them with the balance and vitality that Belvita delivers.

The idea revolves around disrupting people’s morning routine with the proposition “早点尝试新活力, “try early breakfast and give yourself new vitality” and provoke people to do new things in the morning.

 

SOLUTION

We created an integrated marketing campaign comprising TVC, digital, OOH, and experiential activation. A TVC staring the popular Taiwanese duo Chen Yi-Han (陳意涵) and Jin Bo Ran (井柏然) was created to deliver the message at scale.

Then, given the importance of sampling as part of the overall strategy, we decided to go full steam ahead. First, we created China’s largest sampling program ever with 68 million samples, reaching 17% of Chinese households.

Second, on the ground we had Belvita bikes (Note: to mimic the traditional Chinese breakfast vendors that prepare and sell hot breakfast from a bike cart) that roamed in the city offering a complete modern breakfast of wholesome Belvita biscuits. Not only that this serve as a great point of sampling, but we also used these bikes to capture these breakfast moments which then will be shared as digital content. And third, to disrupt morning routines, we partnered up with Kuaidi, China’s leading taxi APP, to increase awareness amongst morning commuters by placing Belvita biscuits in the car for them to try.

The campaign was supported online through mobile game where users are able to “catch a celebrity breakfast bike” to win free samples. Social media helped to expand the reach further through KOL’s endorsements of their breakfast moments.

 

E 5.3 million RMB sales growth
O 1.4% market share within just 3 months after launch
w 2.4 million users online in 4 weeks of launch
v 200,000 people attracted by the game
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