This document discusses different regional cuisines in China such as Lu Cuisine, Min Cuisine, Cantonese cuisine, Shandong cuisine, Zhejiang cuisine, Hunan cuisine, Sichuan cuisine, and Huai cuisine. It then talks about a Chinese TV show called "Taste of China" that features these regional cuisines. The rest of the document provides a playbook for food brands to activate their brand in China, including suggestions for certifications, labeling, messaging, marketing channels, and promoting education.

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5. 5 （魯菜）
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• （闽菜）
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• （粤菜）
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• （蘇菜）
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• （徽菜）
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CCTV’S 舌尖上的中国 “Taste of China”

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The playbook for activating your brand

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•Invest in certifications, organic
•Freshness date
•Origination label
•Explain additives
•One voice corporate messaging

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•Expand reach
•No shop? Distribute online: (yihaodian or tootoo.cn)
•Extend online marketing plan:
•No celeb? Try KOLs
•Weibo engagement
•Food safety forums
•Apps for food safety
•Publish direct to consumers, b2b and media

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•Promote links to traditional foods
•Ingredients as benefits, not just taste
•Origination if foreign
•Promote usage / education:
•Cooking demos, bloggers, KOL
•Dougou.com

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THANK YOU
Available at: webershandwick.cn/foodforward