Branded mooncakes offer marketers a new tool in China

HONG KONG - It's the mid-autumn festival when mooncakes are all the rage. Thanks to clever marketing and packaging, these seasonal pastries have consumers worshipping their sales counters. Traditional bakeries and Western marketers alike are making use of the delicacy as a marketing tool to extend brand equity and cash in on the mooncake season. Here are some hard-to-ignore mooncakes Campaign came across.

by Jenny Chan 陳詠欣