Vitasoy concludes media pitch for HK and China

Vitasoy has appointed PHD to manage its media business for Hong Kong and renewed the partnership in mainland China following a competitive pitch.

The agency is responsible for media planning and buying for both markets for all Vitasoy brands, including Vitasoy and Vita Lemon Tea.

Launched in Hong Kong in 1940, the Vitasoy brand has a storied history, solid brand foundation, and broad consumer base in Chinese-speaking regions, especially in the Greater Bay Area.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Omnicom Media Group said the review process in China and the pitch in Hong Kong started in January. While the work has already been implemented in China, it is scheduled to be launched in Hong Kong later this month.

PHD Hong Kong was selected based on its proven track record in delivering innovative media solutions, strategic vision, digital transformation, and industry expertise.

Vitasoy was also impressed by PHD's ability to foster cross-border synergy and collaborate effectively with PHD China, resulting in enhanced innovation, effectiveness, and operational efficiency, according to the release. 

Meanwhile, PHD China has since tapped into IP co-branding, content integration, scene marketing, and the expansion of local services amongst other channels to create several innovative marketing use cases. These align with the communication preferences of the younger generation and effectively showcase the Vitasoy and Vita Lemon Tea branding.

Tony Harradine, CEO, Omnicom Media Group Asia Pacific, and interim CEO, PHD APAC, said, “PHD is honoured to partner with Vitasoy, a renowned brand that carries the memories and feelings of a generation of consumers who are increasingly prioritising healthy living."

"Through PHD’s data-centric culture and our agency as a platform model, we will integrate and optimise our data and precision marketing capabilities to help Vitasoy target the plant-based beverage market and consolidate its leadership position in this field," he added.

PHD has recently secured the accounts of SAIC Volkswagen, China UnionPay, and HP. 

MARKETING-INTERACTIVE has reached out to PHD for more information. 

Don’t miss: Vitasoy highlights the importance of 'true care' beyond nutrition in new campaign

Back in November last year, Vitasoy launched a campaign to highlight its commitment to evolving alongside consumers' needs while igniting an emotional connection with them.

Done in collaboration with creative agency BBDO Greater China, the campaign came with a new brand slogan “For Me, For You, Vitasoy” (為我 為你 維他奶), a powerful statement that embodies the empathy and communal care that Vitasoy represents.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world!

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