DDB LIVE Hong Kong + Bel take the seriousness out of enjoying cheese with a picnic for the family

Bel copy 1.jpgDDB LIVE Hong Kong has developed an activation campaign that shows consumers that they don't need to treat cheese quite so seriously.

Bel enjoys an 150-year-long heritage and its core mission is to bring smiles to families through the pleasure and benefits of its dairy products. Delicious, fun, convenient and synonymous with healthy, but enjoyable eating, it is perfectly suited to family life around the world.

Milano Chen, Sales & Marketing Manager Greater China of Bel China, said, "Bel has always been loved by consumers in Hong Kong, but advertising in the market has been low key. We wanted to start promoting the brand again. Our activation campaign aims to take the seriousness out of cheese. We have developed a campaign that really allows consumers to experience the fun and playful side of Bel to the Hong Kong market."
Bel copy 2.jpgValiant Yip, Head of DDB LIVE, said, "We recognised we needed enter a new battlefield - the snack category. With picnics being a popular family activity, we saw this as the perfect opportunity for Bel to join in on the occasion for brand engagement and product sampling."

DDB LIVE and Bel partnered to launch the brands' first ever cheese event in Hong Kong featuring Mini Babybel, Belcube, Cheez Dipper brands, combining efficiently in store and out of store activities. On 20 May, Belcube will be available on 510 7-Eleven stores all over Hong Kong.

"The Laughing Cow Picnic Truck" was stationed in Mongkok on 16 & 17 May, showing Bel's products and providing a picnic setting backdrop. Over 400 sets of Bel Picnic gift and helium balloons were given to consumers who uploaded their picnic pictures to Facebook or Instagram.

Bel social.jpgA picnic event will take place this coming long weekend (23 to 25 May) at two of Hong Kong's most popular family outing locations, Cyberport and Jordon Park, while the picnic truck tours around key districts in the city. PR and advertorials will run in lifestyle magazines, promoting how Bel's products are good for snacking. Lifestyle journalists and bloggers will also be sent picnic basket media kits.

Paul Yu, Creative Director at DDB Group Hong Kong, "As a father, choosing the right snack for my kids is very important; Bel cheese is both a healthy and cheerful snack buddy for the Hong Kong market. Who say cheese can only be eaten with fine red wine? Now all the family can enjoy a fun snacking time with The Laughing Cow cheese."

Credits -
Creative Director: Paul Yu
Associate Creative Director: Ben Ling
Senior Art Director: Tony Cheung
Art Director: Nelson Tsui
Copywriter: Paul Yu
Associate Planning Director: Andreas Krasser
Planner: Ronald Lee
Head of DDB LIVE: Valiant Yip
Associate Account Director: Audrey Lui
Event Manager: Wing Or
Event Executive: Angela Lee

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