Grey Group’s G2 will take on all below-the-line responsibilities for the agency and build an overarching brand for the Australian abalone on sale in the China market, according to a statement from the agency.
A major task will be developing an educational campaign to alter consumer perceptions in favour of Australian abalone, which will be promoted as offering good value for money.
A major task will be developing an educational campaign to alter consumer perceptions in favour of Australian abalone, which will be promoted as offering good value for money.
The statement noted that the majority of Chinese consumers were “unable to differentiate between dry and live abalone - the two types predominantly available.
In addition, the statement pointed to a common preference for Japanese and South African abalone, which are regarded as “superior” and worthy of premium pricing.
An initial campaign is expected to roll out in the first quarter of next year.
Separately, G2 Tokyo has been appointed as agency of record by Italian fashion brand Diesel in Japan, following a competitive pitch that also included Hakuhodo and two undisclosed agencies.
Representatives from the agency declined to comment on the form that subsequent work would take or the value of the account.
Last month, G2 picked up Chinese white goods manufacturer Haier’s digital business in the mainland.
