In order to enable the new range to stand out from existing products in the market, all promotional materials, including print ads and packaging, feature product ingredients and a large, clear visual to attract customers' immediate attention.
TBWA Shanghai creative director Alex Dai pointed out that, generally, the packaging material of cooking sauces feature text which overstates the product's qualities and creates exaggerated hype; this, he said, was also too product-focused without being of genuine benefit to the consumer.
Hence, Masterfoods had taken a different option for its own packaging.
"We use sharp images and the colours red and yellow to make our packaging and print ads attractive and interesting," he said.
According to Dai, there is no direct competitor for the new product range, as other brands offered traditional cooking sauces designed for flavours and tastes specific to China.