RICE BRAND

Moving Away From Traditional

The client is a rice brand who is in the market for many years in Singapore
Their product is sold to mass customers via resellers as well as direct to F&B companies

Build brand awareness of the brand to a younger target audience
Build an online community targeted at younger target audience to garner interest in the brand

The company is a traditional brand with most of their branding and marketing activities run through traditional and offline activities such as TV commercial, promoter sales, etc.
Their existing customers age group is above 45 years old and they must reach out and engage the younger audience if they want to keep their branding in Singapore.
They started their online presence via Facebook with their own activities but they were not able to achieve their goals. A few agencies were engaged and they managed to grow the brand’s online audience but were not able to reach out to the younger target audience.