Beijing : Leading juice company Huiyuan, one of China’s best known and most loved brands, has appointed Saatchi & Saatchi Beijing as its agency. The account was awarded in a competitive pitch involving TBWA and Bates and covers all products in the 100% juice and nectar ranges.
The juice market in China has shown impressive growth in recent years as more Chinese consumers have become conscious of their health and wellbeing. This is a trend that is being encouraged by the Chinese government which recently launched its ‘drink juice for a healthy life’ campaign. Huiyuan holds a dominant number 1 position in the 100% juice and nectar categories. Although growing fast, juice consumption per capita in China is still only 20% of the US, the worlds most developed juice market.
Saatchi & Saatchi will be responsible for all above and below the line communications, including in store and digital.
Charles Sampson, CEO Saatchi & Saatchi Beijing, said, “Our research showed that Huiyuan is a trusted and even loved brand for many Chinese. Our job is to build on this strong foundation and help the brand stay relevant for consumers evolving health needs.”