Kraft Heinz has introduced a new biscuit brand, KRAFT JIF JAF, targeting young Chinese adults. The new line of biscuits cover a range of sandwich biscuits, wafers and butter cookies in unique flavour combinations such as cheese, matcha tea and chilli.
This was launched in a strategic partnership with Alibaba's T-Mall e-commerce platform, and follows the 12 month development with FMCG giant and independent creative agency Jones Knowles Ritchie (JKR) Singapore.
In addition, JKR had collaborated with Kraft Heinz to create the name, brand idea, character animations and packaging. The agency also worked with Kraft Heinz to develop an end-to-end engagement plan for the launch in China across e-commerce, social and offline touchpoints. KRAFT JIF JAF will be launched with its own T-Mall flagship store, and a campaign titled, "Discover Deliciously Different". This will be supported with videos, influencer endorsements, to out-of-home (OOH) and social engagement.
Roshni Chatterjee, head of White Space Innovations, APAC at Kraft Heinz explained that snacking is "multi-billion dollar category" in China where consumers have a diverse, experimental and an adventurous food culture.
"Our aim was to build a charismatic brand that would disrupt established consumer habits and drive impulse purchase,” Chatterjee added.
The unusual flavour combinations are inspired to represent a different character persona for an "adventurous and experience-filled snacking moment". "We loved the idea that the chocolate exterior of a JIF JAF conceals an unexpectedly odd filling. JIF JAFs are a little bit odd inside – just like all of us," Katie Ewer, strategy director, JKR Singapore said.
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