Brand Experience and Activation > Use of Promo & Activation

E.S.W.N (CHICKEN)

LEO BURNETT SHANGHAI, Shanghai / SUPOR / 2011

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Overview

Credits

Overview

ClientBriefOrObjective

The objective of the promotion was to increase sales of Supor knives by 50% within 3 months.

Effectiveness

At the end of March the promotion led to an increase in sales of Supor knives of over 60%.

Implementation

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.

Relevancy

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.

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