HONG KONG — FrieslandCampina Hong Kong is set to elevate infant nutrition with the launch of its world-first product, FRISO® SIGNATURE™, through a campaign that changes market norms.
This new product is developed with a deep understanding of modern mothers’ needs and the immature antibody development of babies under four years old. Insights were gathered through meticulous market research, consumer studies, and social listening. Today’s mothers seek a multifaceted approach to childcare, valuing natural ingredients alongside scientific innovation. Therefore, FRISO® SIGNATURE™ incorporates the world’s only patented technology to preserve natural bioactive lgG, delivering a breakthrough both in the product and its communication.
In response to these insights, FrieslandCampina Hong Kong aims to fulfill these nuanced parenting desires with a compelling offline-to-online campaign. This strategy transcends traditional marketing techniques, evolving from solely a product-driven approach to a dual approach in which attitude-based strategy is also encapsulated in the core idea: “Born to be Signature.” To amplify this message, the brand has partnered with Hollywood celebrity Fala Chen, who will help stimulate this attitude and highlight its distinctiveness in the market.
The multi-faceted campaign encompasses retail displays, and a social media campaign featuring a series of content, all designed to engage a diverse audience. The Baby Expo, the world-class baby products trade show in Hong Kong, serves as a platform to unveil the partnership with Fala Chen to create a surprise to the visitors. Additionally, a series of market first promotional walls and digital POSM has been implemented in Mannings, the exclusive partner for the product launch, to create another significant impact at the retail level.
Tracy Fung, Managing Director of FrieslandCampina Hong Kong, articulates the brand’s visionary ethos: “With over 150 years of expertise in dairy, Royal FrieslandCampina expertly integrates the entire production chain — from grass to glass — harmonizing nature and science to deliver exceptional nutritional products to millions worldwide. As we observe an increasing commitment among parents to provide the very best for their cherished children, we recognize a significant opportunity for FRISO® to set new industry standards, drive innovation, and reaffirm our dedication to nourishing the lives of consumers in Hong Kong. Our goal is to establish the brand as the unrivalled leader in the emerging ultra-luxury segment in Hong Kong.”
Jim Leung, Business Director of Cheil Hong Kong, stated: “This campaign showcases the dedication of the brand to create a signature start for children. It challenges traditional FMCG promotion by shifting from a product-focused approach to an attitude-driven one, offering a fresh perspective that resonates with parents and elevates the level of protection for their children.”
Credits:
Campaign Title: Friso Signature “Born to be Signature”
Client: FrieslandCampina Hong Kong
Creative Agency: Cheil Hong Kong
General Manger: Chung Ho
Chief Creative Officer: Paul Chan
Executive Creative Director: Lili Jiang
Creative Director: Jackie Wong & Ivan Au
Associate Creative Director: TH Lui
Copywriter: Kerry Fan & Avery Lin
Business Director: Jim Leung
Account Director: Yumi Wong
Senior Account Manager: Becky Lai
Senior Account Executive: Yannie Cheung
Creative Service Director: Denise Chan
