Benjamin Li
Nov 18, 2011

Bel Group hooks Rapp Shanghai as activation partner

SHANGHAI - Rapp Shanghai has been appointed as the activation partner for Bel Group, which has popular cheese brands in mainland markets, including Babybel and The Laughing Cow.

Rapp Shanghai secured Bel Group's activiation account in China
Rapp Shanghai secured Bel Group's activiation account in China

Rapp won this account through a pitch. The agency will work on the business across China and will develop an activation campaign expected to launch in 2012, primarily on Bel's iconic Laughing Cow - a snack cheese favoured by children.

The appointment builds on DDB Greater China’s Group’s existing relationship with Bel Group. DDB already works across the French-owned Laughing Cow variants including Round box, Cube, Dipper and Slices in each of the mainland China, Hong Kong and Taiwan markets.

DDB launched its first campaign for Bel Group’s Laughing Cow cheese cubes in Hong Kong and mainland China in August.

The through-the-line campaign ran with the tagline ‘Small in size, big in goodness’, and aimed to increase brand awareness of Bel Cube among young healthy 25 to 35 year-old office ladies. The campaign comprised a 15-second TVC, advertorial and in-store promotions, with digital online banners and social media activity.

Lydie Laperal, general manager for Bel China, praised the network. “DDB has shown a solid understanding of our dedication to product innovation and our passion for satisfying our consumer needs. We look forward to growing our relationship with the agency in this exciting market.”

Adrian Li, group account director, DDB Group Hong Kong, said cheese and diary consumption among the affluent middle class in Greater China had recently witnessed a sharp increase. "We are delighted to be working with Bel Group to increase its brand awareness in these markets.”

Mainland China is now the biggest and fastest growing processed cheese market in the world, and 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.

Peter Rodenbeck, vice president and regional director, DDB Asia, added, “DDB and Rapp are now all working on a portion of Bel Group’s business. This win demonstrates our comprehensive offering and reinforces our group capabilities.”

Reported in June, Bel Group called a review of its estimated US$217 million (€150 million) global media planning and buying account.

Reported back in February, Rapp Asia has relocated its headquarters from Singapore to Shanghai, reflecting the growing demand for data driven marketing and consumer analytics in Greater China.

Campaign China

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