Jenny Chan 陳詠欣
May 19, 2015

Bel: Cheese isn't just for serious eats

HONG KONG - Bel may be a 150-year-old French cheese company, but advertising in local markets has been historically low-key. However the need to enter a new battlefield, the snack category, has changed things.

Bel: Cheese isn't just for serious eats

Client: Bel

Agency: DDB Live

Market: Hong Kong

Scope: PR, event activation

Details: With picnics gaining in popularity in Hong Kong, Bel and DDB Live saw this as an opportunity for brand engagement and product sampling.

The company's first-ever cheese activation event in Hong Kong involved giving out samples of Mini Babybel, Cheez Dipper and Belcube from its 'The Laughing Cow Picnic Truck' on 16 and 17 May. Staring tomorrow, Belcube will also be available in 510 7-Eleven stores all over Hong Kong.

A branded-picnic will take place this long weekend (23 to 25 May) at two of Hong Kong’s most popular family-outing locations: Cyberport and Jordon Park. Afterwards, 400 consumers who upload their picnic pictures to Facebook or Instagram will be rewarded with Bel picnic gift sets and helium balloons. 

Advertorials will run in lifestyle magazines to promote how Bel’s products are good for snacking; lifestyle journalists and bloggers will also be sent picnic-basket media kits.

Press release quote: 

Milano Chen, sales and marketing manager for Greater China of Bel:

Our activation campaign aims to take the seriousness out of cheese. We have developed a campaign that really allows consumers to experience the fun and playful side of Bel to the Hong Kong market.

Campaign Asia-Pacific's comments: The activation has good prospects of reminding both expat and local families living in Hong Kong that cheese is not only eaten with fine red wine—not that Laughing Cow has ever been regarded as gourmet. 

Client: Bel China
Agency: DDB LIVE Hong Kong
Creative Directors: Paul Yu
Associate Creative Director: Ben Ling
Senior Art Director: Tony Cheung
Art Director: Nelson Tsui
Copywriter: Paul Yu
Associate Planning Director: Andreas Krasser
Planner: Ronald Lee
Head of DDB LIVE: Valiant Yip
Associate Account Director: Audrey Lui
Event Manager: Wing Or
Event Executive: Angela Lee


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