JWT plots Uni-President China assault

<P>Taiwan-based food and beverage giant Uni-President is gearing up for a brand assault on key rivals Tingyi and Wei Chuan's Master Kong in China, having tapped WPP's JWT Shanghai for four of its instant noodle brands following a competitive pitch.</P> <P>JWT Shanghai will handle integrated above- and below-the-line communications for Lai Yi Ton, President 100, Xiao Dang Jia and Xiao Wang Xion, specifically focusing on brand strategy, advertising, events, promotion and packaging design. </P> <P>According to JWT Shanghai chiefs, the agency edged Dentsu's Shanghai Oriental Partners, Bates and incumbents Nitro and McCann Erickson in the pitch. </P> <P>Michiel Hofstee, JWT Shanghai general manager, said the initial pitch assignment was for an Olympic project, but it was broadened throughout the process. He said the win comes at a time when Uni-President is considering a further consolidation of its foods business.</P> <P>"We will need to review all (the brands') current positioning and communication strategies, before we decide how to make these brands fly higher," said Hofstee.</P> <P>China is a key market for Uni-President, with 48 per cent of its food turnover coming from the mainland, compared with 42 per cent in Taiwan and 10 per cent for Southeast Asia. Last year, Uni-President's total brand sales in mainland China surpassed Taiwan for the first time. </P> <P>However, Uni-President brands are facing a difficult battle against market leader Master Kong and Tingyi, after the latter posted a 26 per cent increase in sales to US$1.84 billion in 2005.</P>