New Hope x Huang Tian Goose Joint Marketing MINI Show Design Scheme
Background and Objectives
New Hope focuses on fresh, healthy premium dairy, building a close brand with “fresh strategy” and innovative products. 24-hour fresh milk is the first defined by time freshness, on-shelf/off-shelf within 24 hours, 75°/15s pasteurization, immunoglobulin 10 times ordinary milk, bacterial count and somatic cells better than EU standards, retaining more active nutrition.
Huang Tian Goose introduces Japan’s 38-year edible raw egg standard, salmonella-free, safer for pregnant women and children.
Joint promotion objectives:
- Brand breakout: Resource exchange and superposition to expand influence.
- Extend audience: Complement in resources, users, scenarios for incremental growth, achieving 1+1>2 effect.
Insight and Strategy
Industry Trends
Room-temperature milk mature; low-temperature dairy, original cheese, and flavored milk have huge potential (Ali Consumer Insight).
消費者洞察
- Usage scenarios: Dairy prominent in breakfast, hunger relief, leisure; home breakfast with dairy and eggs as core protein (iiMedia).
- Potential group: Younger generation and white-collar drive upgrade (Ipsos Dairy Report Y2019).
- Purchase drivers: During pandemic, focus on nutrition (51%), shelf life (49%), taste (49%), efficacy (34%), price (36%), quality (29%) (Ipsos Report).
Strategy
- Core theme: “Perfect Nutrition Egg-Milk Duo”.
- Core scenario: Home nutrition breakfast, terminal creative MINI Show visual landing.
- Core action: Joint reinforcement of “freshness”, precise communication for emotional resonance.
MINI Show Design
MINI OPTION 1
- Size: 6000mm
- Core areas: Scenario display, cold cabinet, multimedia, joint promotion counter, joint display, interactive game zone.
- Visual core: Highlight “New Hope 24-hour fresh sold same day”, “Huang Tian Goose edible raw eggs”, “3.6 premium milk”, “immunoglobulin”, reinforcing “Perfect Nutrition Egg-Milk Duo”.
Joint Marketing Materials
- Terminal materials: Shelf trays, escalator stickers, fridge magnets, cabinet stickers, hanging flags, floor stickers, wobblers, posters, shelf talkers, price tags, cart stickers, neck tags.
- Core message: Unified “New Hope x Huang Tian Goose” logo, “Perfect Nutrition Egg-Milk Duo” theme, product USPs (24-hour fresh, Japan 38-year raw standard, immunoglobulin advantage).
結論
“New Hope x Huang Tian Goose MINI Show achieves brand synergy and sales growth through innovative terminal display and precise insight. Contact for custom schemes!”
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