WE Marketing Shanghai snaps up Kagome's integrated account in China

The agency won the account after a competitive pitch against JWT, Red Wasabi under the Ogilvy Group, Hakuhodo and Dentsu in April.

Kagome has been active in the China market for a few years with a factory in Hangzhou and marketing office in Shanghai. Its focus is primarily in the premium pure juice market segment, which differs from other concentrated juice products in China.

“However its carrot juice product has not been received in China, as Chinese consumers don’t like the taste of carrot juice despite knowing it’s healthy,” Kenny Wong, managing director at WE Marketing in Shanghai pointed out.

The company also launched a new product mixing carrot juice with apple and grape juice called Kerenshu earlier this year.

“We won the pitch mostly because our creative ideas stood out,” Wong added. The team is due to roll out a new TVC at the end of this month.

The WE Marketing team in Beijing has experience in working on big local food accounts like Master Kong. The Group also won the Chinese herbal brand Hung Fook Tong's creative account in April.