Rapp will work on the business across China and will develop an activation campaign expected to launch in 2012.
The appointment builds on DDB Greater China’s Group’s existing relationship with Bel Group. DDB already works across the French-owned Laughing Cow variants including Round box, Cube, Dipper and Slices in China, Hong Kong and Taiwan.
Peter Rodenbeck, Vice President/Regional Director, DDB Asia, said: “DDB, Tribal DDB and Rapp are now all working on a portion of Bel Group’s business. This win demonstrates our comprehensive offering and reinforces our group capabilities.”
Adrian Li, Group Account Director, DDB Group Hong Kong, said: “Cheese and diary consumption among the affluent middle class in Greater China has recently witnessed a sharp increase. We are delighted to be working with Bel Group to increase its brand awareness in these market.”
DDB launched its first campaign for Bel Group’s Laughing Cow cheese cubes in Hong Kong and China in August. The through-the-line campaign ran with the tagline ‘small in size, big in goodness’, and aimed to increase brand awareness of Bel Cube among young healthy 25 to 35 year-old office ladies. The campaign comprised a 15-second TVC, advertorial and in-store promotions, as well as a Six Degree presence with digital online banners and social media activity.
Lydie Laperal, General Manager for Bel China, added, “DDB has shown a solid understanding of our dedication to product innovation and our passion for satisfying our consumer needs. We look forward to growing our relationship with the agency in this exciting market.”