LEO BURNETT SHANGHAI, Shanghai / SUPOR / 2011
Our challenge was to combat the influx of expensive foreign kitchen knives, and reinforce Supor’s position as a quality Chinese product.The solution was a novel in-store campaign that leverages Supor’s Chinese roots by specifically featuring locally relevant foodstuffs, folded into the form of a traditional Chinese game. When you interact with the pieces they slice open in your hands, then unfold to reveal the knife used.
At the end of March the promotion led to an increase in sales of Supor knives of over 60%.
HEIMAT WIEN, Vienna