Bao Dim Sin Seng partners Ovaltine to expand young audience reach

Uni-China Group's dim sum brand Bao Dim Sin Seng (包點先生) (BDSS) has partnered up with Ovaltine to refresh BDSS’s brand image with a series of new product launches.  

Also known as “Shake up your snack with Ovaltine x Bao Dim Sin Seng”, the campaign aims to rejuvenate BDSS’s brand image amongst the public by leveraging the brand’s continuous new product offerings.  

It also aims to launch playful limited-time products supported by a strategically low-budget, PR-led marketing campaign upon its 15th anniversary.  

Done in collaboration with The Bridge Agency, the campaign will run from 11 April until 5 June 2024, targeting new prospective customers for BDSS, specifically younger consumers aged between 18 and 35.  

In a conversation with MARKETING-INTERACTIVE, a spokesperson from BDSS said the target segment can be further defined as individuals who have an interest in the discovery of new food/beverage products and brands; engagement with lighthearted and viral content; embrace trends around dance/music portrayed in concepts like "Wiping the Window Dance" (擦玻璃舞). Those who have active participation in social media communities will also be reached. 

“Reaching this audience requires an insightful understanding of their values and passion points. The objectives are to build top-of-mind awareness of BDSS and Ovaltine as innovative brands connected to an enjoyable lifestyle and memorable shared experiences,” the spokesperson added. 

In terms of marketing strategies, BDSS has leveraged the strong brand equity of the iconic Ovaltine brand as a beloved daily beverage for generations of local consumers. Similarly, BDSS a;sp holds the top position for fresh Chinese buns, as one of the most iconic homegrown brands in Hong Kong. 

In terms of executions, promotions and UGC will consistently spotlight and amplify the catchy "Shake Shake" product tagline. The campaign has also invited Kitty Sin, former AKB48 team TP member and current Passion Sisters member and YouTuber Rebecca to bring the brand's rejuvenated image to life through social platforms, driving consideration through viral word-of-mouth. 

To further amplify the campaign, press releases, in-store activation at BDSS stores, digital and social media promotion, branded content partnerships and paid social advertising will be leveraged.  

“At BDSS, we believe in staying fresh while keeping things fun. We’re constantly seeking new ways to delight customers through unexpected offerings tailored to their evolving tastes,” said Agnes Lung, group chief marketing and digital officer of Uni-China Group.  

“This campaign exemplifies how we create strategies based on deep consumer insights. By recognising the passion for our local snacks and partnering with a legendary brand like Ovaltine, we’ve developed a truly playful product made for sharing. Supported by strategic PR, the ‘Shake Shake’ range allows us to engage both loyal and new audiences. This partnership demonstrates our ongoing pledge to rediscoverability – stimulating the appetites of Hong Kong for years ahead!” She added. 

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