Bel Group charges GolinHarris to strengthen brand awareness among Chinese consumers

The win followed a three-way pitch in December, with both a 4A and a local PR agency.

GolinHarris will provide retainer services to promote Bel Group's Lezhiniu (乐芝牛) brand, known outside of China as The Laughing Cow. It will aim to increase the brand’s consumer awareness, particularly in the tier-one cities of Beijing and Shanghai where the brand is currently active.

The appointment builds on GolinHarris’ strengths in the food and nutrition market, as seen with a client roster which alsi includes Unilever, Brand’s, Lee Kum Kee, Metro Cash & Carry, and Zespri New Zealand Kiwifruit.

Lydie Laperal Rocha, Bel Group’s country manager for Greater China and Korea said, “We are confident in GolinHarris’ capabilities in promoting food brands and are eager to take Lezhiniu to a wider market in China.”

Sarah Chin, food and nutrition practice leader and general manager of GolinHarris in Shanghai said, "We are delighted to become Bel Group's partner to further strengthen its brand awareness in China based on branding as a fun and nutritious product."

She added that cheese is not a daily staple and still a niche product in China, though it is gaining popularity among the affluent middle class.

Mainland China is now the biggest and fastest growing processed cheese market in the world. Consumption there has overtaken consumption in both Hong Kong and Taiwan. According to the 'Global Cheese' research report, processed cheese represents the bulk of the cheese market – 79 per cent in China, 50 per cent in Hong Kong and 74 per cent in Taiwan.

Reported in November, Rapp Shanghai has been appointed as the activation partner for Bel Group.