The new brand - Xin ZhuZhang - translates to 'New Cooking Idea' and is aimed at consumers who want or have to cook, but lack a cooking idea.
The product range consists of five recipes, so that consumers can create their own dishes rather than dine out.
Accordingly, the 'Chefs' campaign looks to position the new range as a solution to the question of 'what's for dinner tonight'. TV executions feature chefs having to perform a variety of different 'new' jobs, such as a taxi driver, a window cleaner and a bicycle repairman, because of the popularity of the Simplot product range.
The TV campaign consists of three five-second teasers, one 30-second spot, and four 15-second cut-downs. In addition, the new brand is supported by print, outdoor and in-store material. TBWA also handled the campaign's public relations component, which involved people dressed as chefs performing different jobs at the event venue - as a live teaser for the TV rollout.
"It was great teamwork and trust between agency and client," said TBWA\Shanghai general manager Ruth Ang. "Right from the start, we were all heading in the same direction."
Added a Simplot spokesperson: "Together we created a new brand, as well as a range of products, tailored for the Chinese consumer, and a communication campaign that is both engaging and memorable."