It’s not a category you typically turn to for innovative advertising, but Grey Greater China is hoping to do just that for its newest client, California Walnut Commission.
The agency is using a cartoon ambassador, Wallie, to target a female audience, particularly those married with kids and young professional women, to inspire and to encourage them to try out new recipes using its products.
The campaign, running until 23 January, includes videos on Youku, banner ads, social seeding on Weibo and WeChat.
Together with a suite of retail trade show materials for the FHC China event that’s running between 12 till 14 November 2014 and the Bakery Seminar, hosted in Guangzhou, Beijing, Zhengzhou and Chengdu, throughout November this year.
Media is handled by MediaCom and PR by Weber Shandwick. Lees Marketing is responsible for the trade component.