The appointment was confirmed by Angie Wong, general manager of Leo Burnett Shanghai, who declined to disclose more details of the pitch that won the account.
It is understood that Uni-President did not have a creative agency for the brand previously. LB's full scope of work will be branding and communication strategy, television commercials, print and BTL merchandising, digital, social and content planning.
Zhang Ling (张伶), general manager of Uni-President's food division, said the Leo Burnett Shanghai team had "professionalism, passion and energy".
Soup Daren (which roughly translates to "Master of soup") is one of the high-priority brands in the Uni-President organisation, targeting young people in China since its launch six years ago. The top competing instant-noodle brands in the mainland are mainly Nissin and Kang Shifu.
The agency is already doing through-the-line communications work, including ATL, BTL, digital and social, for Uni-President's other brands Xiao Ming Tong Xue 小茗同学 (a tea beverage) and Uni-Sport (a functional drink).