Garden Company - Hong Kong's biggest food and confectionery producer -
has awarded its bread and cake business to McCann-Erickson Guangming as
it looks to expand what it claims is its dominant market share.
McCann managing director Rosanna Yu said the agency has to develop a
communications plan "to find ways of pushing sales of bread and cakes,
given that Garden is a dominant player in its category". Garden, which
did not have an incumbent agency when it organised the pitch, picked
McCann during the credential presentation stage of the pitch. Garden's
sales manager and deputy general manager of its retail business, Henry
Yim, said the company assigned the business to McCann "because of its
team work, strategic thinking and creative excellence".
On the cards are plans for separate TVCs to promote Garden's range of
cake and bread products. There will also be print and outdoor work.
