Knorr Digital, Case study UFS Finding Chinese Chefs [Case Film] by PHD Shanghai

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UFS Finding Chinese Chefs [Case Film]

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Industry Grocery and Other foods, Website
Media Digital, Interactive & Mobile, Case study
Market China
Agency PHD Shanghai
Released November 2016


Ame Awards 2017
Use of Discipline Media Planning: China AME Bronze Medallion

Credits & Description

Agency: Phd China
Brand: Unilever Food Solutions
Country: China
Group Business Director: Jezzebel Gu
Digital Planner: Angus Qian
Associate Digital Planning Manager: Joyce Gu
Unilever Food Solutions (UFS) Is a B2B brand that helps create better menus by providing high quality ingredients to Chinese chefs who work and own small or medium restaurants. With a limited budget and product samples, our biggest challenge was to efficiently pinpoint chefs within mass media environments such as WeChat (China’s leading messaging platform) and QQ (China largest social network) to deliver targeted, customized services and product information. By deciphering unique browsing traits and chefs interests, we created the first UFS digital chef community which enabled the company to keep them informed of products, menu options, and new ingredients while delivering on-point physical samples and offers.