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food

How Want Want cracked Japan’s competitive confectionary market
confectionery fbif food japan want want By Minnie Wang

Campaign speaks to Tony Chang of the iconic Taiwanese food brand to learn about the brand’s strategy in penetrating the Japanese market, and the challenges of localisation.

How a cute fishball turned its frown upside down
bar bq plaza food grey grey thailand thailand By Staff Reporters

For Thai-based restaurant chain Bar BQ Plaza, Grey Thailand made sure that its clients’ feelings about dwindling sales were in full display to set off a national outcry.

Changi Airport ropes in Aussie influencers to promote SEA foodie cities
changi airport connecting plots food influencers By Ad Nut

A three-part video series sees Changi Airport positioning itself as the gateway for travellers to discover Southeast Asia’s rich food culture.

Bestore's regulatory clearance fails to quell consumer concerns
brand crisis food By Minnie Wang

The Chinese snack giant may be cleared of mislabeling, but the brand faces online accusations as it prepares to sue those involved for defamation.

Top Chinese snack company faces regulatory scrutiny over alleged misleading food labels
brand food pr crisis By Minnie Wang

China’s premium snack giant Bestore is under regulatory scrutiny after influencers exposed labeling inconsistencies. The publicly listed brand has a presence in 15 countries.

Chinese-Canadian actor Simu Liu criticises boba brand for appropriating Asian culture
culture food representationmatters By Staff Reporters

In a CBC Dragons' Den episode, Liu criticised the brand's founders for their insensitivity to boba tea's cultural origins—sparking widespread social media support for respecting Asian products and avoiding their exploitation for profit.

Top 10 food brands in Southeast Asia
food milieu top 10 top 10 food brands top 50 brands By Matthew Keegan

The Philippine's Jollibee has pipped global giants like McDonald's and KFC to become Southeast Asia’s top food brand in 2024. Dive into the insights from Campaign’s exclusive research with Milieu Insight.

You never know when you might need your favourite sauce
food thailand By Ad Nut

Kunnid, a Northeastern Thai sauce brand, introduces itself to Bangkok with the suggestion that your favourite small-time sauce can provide instant comfort.

Woolley Marketing: To ban or not to ban advertising?
darren woolley food trinity p3 woolley marketing By Darren Woolley

From sugary drinks to gambling, calls for ad bans are growing louder. But is silencing the messenger really the answer? Darren Woolley argues for a more nuanced approach to tackling societal ills.

Initiative wins media AOR for Century Pacific Food and Shakey’s Pizza Asia Ventures
food initiative ipg mediabrands By Staff Reporters

The Philippines-only remit will cover media planning and buying across the two brands’ various categories of products.

New Zealand’s newest pop-up restaurant aims for the stars—literally
food new zealand By Staff Reporters

Combining celestial views with culinary mastery, Tourism New Zealand’s new campaign defies the absence of Michelin Stars by creating its own constellation of flavours under the night sky.

McDonald's reimagines famous movie scenes for Indonesia campaign
fast food food indonesia Leo Burnett mcdonalds By Ad Nut

The fast-food brand tries to deliver a blockbuster campaign but is overshadowed by the movies it attempts to replicate.

KFC Thailand’s CMO on local flair, innovation, and his recipe for success
cmo interview fast food food KFC suhayl limbada thailand By Nikita Mishra

"Thailand is one big restaurant. We'd be out of our league if we claimed that KFC is competing against Thai street food," says CMO Suhayl Limbada.

Kraft Heinz's CMO on marketing Western sauces to a Chinese audience
china cmo fbif food By Minnie Wang

China CMO Allen Cai expands on the importance of targeting younger consumers, innovating a global product in a local market, and the tricky balance between flavour and health.

How Oatly penetrated the Chinese plant-based market
branding china fbif food marketing By Minnie Wang

Oatly's Greater China president David Zhang opens up about how the brand expanded into the Chinese market and pioneered a new plant-based category, all within a span of just five years.

Calls grow in Australia for restrictions on junk-food advertising
australia food yougov By Laura Robbie

As Australian doctors and medical students call for restrictions on all junk food marketing across media platforms and outlets between 5.30am and 11pm, YouGov data sheds light on what Australians truly think of the big, enticing and noisy world of junk-food advertising.

Why plant-based proteins shouldn’t be marketed as ‘alternative’
food By Mario Braz de Matos

Flying Fish Lab's Mario Braz de Matos has a few suggestions on how to make the plant-based protein industry more exciting for various demographics.

Cathay Pacific romances travellers with food in new global campaign
cathay cathay pacific food vccp By Robert Sawatzky

VCCP Singapore helps the airline launch its new dining platform, centring around a sensory film to make mouths water.

Delicious by design: Crafting foodie brands that pop!
branding design food By Staff Writer

The best food brands don’t have to tell you what they sell. You already know. A flash of colour, or a stylised letter. It’s all they need to incite desire.

How plant-based brands are localising in Asia
food By Surekha Ragavan

Amid the boom of plant-based meat substitutes and drinks in the region, local brands are finding distinctive ways to adapt to the diverse palates and needs of regional consumers.