Cheil China won the business over an unnamed local agency based on its "clear understanding of the company’s needs", according to He Guangqi, chairman of Xiabuxiabu Catering Management, whose corporate vision is to shift away from a business-centered strategy to a brand-building plan.
"The brand value of Xiabuxiabu will be the vanguard for the group’s business in 2015," he said.
Cheil's goal this year will be to promote the brand image of Xiabuxiabu with both online and offline marketing initiatives.
The scope of work includes brand positioning, communication, visual image, storefront optimisation design, consumer experience activation, market analysis, creative upgrade and product marketing.
“What we like about the Cheil China team is their professionalism and passion," added Song Hancong, vice president of Xiabuxiabu. "We share the same ideas in creating a well-loved brand."