WCF Simple Wholesome Meal Brand Strategy

SAATCHI & SAATCHI SAATCHI & SAATCHI
Wanchai Ferry Brand Strategy F07
Onwards
Presentation to General Mills Global

Background of this brand communication
review exercise
• WCF has been facing a perception barrier when charging a
premium price against competitor, which leads to a high-priced
and distant image in consumer’s mind
• In the market development process, we find frozen food
category is growing into more segments and at the same time
challenged by competitor from other categories
• When looking into opportunities, WCF’s special cost structure
enables us more room to own unique features / product
extension which can be differentiated from competitors
• As such, an uprising opportunity of re-positioning is there for
WCF for future development

What have we been doing?

A quick look back…
FY04 – “Lady Chong”
Used MOM’S LOVE as a soft emotional approach reflects our superior
quality, intended to change people’s negative perception on frozen by
portraying WCF is simply good food made with mom’s caring heart
unlike other frozen foods rushed out of the factories.
-- Tracking by Ipsos:
Consumers did see our brand as more expert, trustworthy and for
good moms, purchase frequency and intention were above control…
A good start letting
people know something
good about us

A quick look back…
FY05 – “Wholesomeness”
A functional campaign communicated NEWs about the category by
surprising people with an unknown story behind of how WCF goes
extreme length to be lovingly picky at each process, thus to give
people solid reasons why they have to pay more.
-- Tracking by Millward Brown:
Successfully and significantly built brand loyalty, and we did see
the increase of “unique taste” perception amongst consumers.
An enhancement letting
people know something
different about us

Unfortunately
The Difference
Between “Being
Known For
Something Good or
Different”
And
“Something Users
Care About” …
Requires
Understanding That
Goes Beyond Needs
SAATCHI & SAATCHI
Known
Known for
something
Known for
something good
or different
Known for
something I care
about
Respect
Love
Unknown
A brand I
identify with
Lovemarks

Our next move has to understand the substance consumers
care about, thus to find a way to position our brand that has
a linkage / relevance to our consumers, ultimately make
consumers closely bond with our brand
HOW?
SAATCHI & SAATCHI

First of all,
Why do consumers choose us?
The fundamental need …

I don’t want myself to be caught up
in the messy kitchen!
-- That’s why I use frozen food, I think

The reason behind …

Is the modern lifestyle trend
People have got …
• Quicker pace in life
• Less time at home
• Poorer cooking skill

Yet they don’t want to compromise …
• Time to be together with family / friends
• Health which comes from wholesome food

Yet they don’t want to compromise …
• Time to be together with family / friends
• Health which comes from wholesome food
They still want to enjoy life and tasty food
with beloved ones as they always do

That leads to a wider choice in their food
repertoire, apart from frozen food

Frozen food
Half prepared
dish
Microwave
meal
Fast food &
Take-aways
Meal box
etc…
etc…

All these gives them a simple meal
solution that …
Gives her family good
tasting wholesome
food that they are
fond of, any time they
like
Saves her time
and energy in
preparing food
Helps her become full
of cooking ideas no
matter if she is a
skillful housewife or
not
Enables her enjoy the
little joys with her family
& friends (before,
during, and after the
meal time)

Now let’s see where WCF is in their mind

We are the most premium FROZEN Shuijiao
We are high-priced
We are too distant from consumers
at the same time

Why?

CONVENIENCE
COMPROMIS
E
=
Being a FROZEN FOOD,

The entire
frozen food
category has
low respect…
Frozen Food

Frozen Food
Do we have to
justify our high-
price & distant
image within this
context?

Frozen Food
Or can we bring
ourselves one
step further?

Frozen Food
Simple
Wholesome
Meal
We must become
the simple
wholesome meal
that they love!

By Being a Simple Wholesome Meal, We Can
• Further enhance our leader position, at the same time justifying our
“high price” and “arrogant/distant” impression by breaking the barrier of
“compromise” perception
• Give ourselves a more growing space and differentiation from the
competitors, leveraging from current Shuijiao image
• Join all our product family (e.g. TY, WT etc) together with a unique
proposition rather than competing with different competitors in different
segments
• Give a clear direction of future new product innovation and make the
brand halo effect beneficial to them
• Bond consumer with a more relevant proposition in the context of
modern lifestyle

Now what kind of simple meal brand we will be?
Opportunities lies in the consumers’ life

When do they usually need us?
Or when they
are being lazy?
When they are
busy for work?
Or when they
are out of
stock?

Yes and No.
A Simple Wholesome Meal can do more than that –
there are more times,
when they are in a different state of need

Kid back home
after school
before dinner
Late night
snacks
Home
parties
Kid after
napping
Dinner cooking
after busy day
from work
Family
playtime

At these moments …
• They are looking to experience joys from everyday
experiences and to enjoy companionship of their
beloved ones.
• They want something to take away the demands of
preparation of full meals and took away some mental
frustrations from a normal hectic day.
• Feeling more relaxed, they are open minded to
socialize with their beloved ones.

In one word, they want :
Less hassle for cooking, more joys in life

So here comes
Wanchai Ferry Simple Wholesome Meal

WCF Simple Wholesome Meal, that is
Easy to prepare, with
various flavors and
innovative new
products, and
wholesome balanced
ingredients
It saves you time and energy to enjoy the little
joys in life with your family and friends
Able to replace a meal
when you are not in the
mood or time to prepare
for a full meal
Made by Lady Chong’s secret recipe, with well chosen material and keeps on
offering new flavors & products

This leads into a whole new brand vision
in the next few years

From To
Motherly Perfection
Products:
Shui Jiao
Frozen Food
In Touch With Little
Joys In Life
Shu
i
Jiao
Simple Wholesome Meal
Tang
yuan
Regional
Delicacy
Hot
Pot
Insight:
People believe hand made food – over the processed
stuff - not only tastes better but is also more
nutritious and of higher quality. That’s because time
is taken to pick and choose the best ingredients.
Nothing is rushed, things are done well and with care
to get the better result.
Products:
Insight:
Less hassle for cooking, more joys in life

How can we bring out this new position
riding on current equity?
More opportunity that
makes us different is
the Variety and Joy in
future brand offering
Great Taste, Quality and
Wholesomeness which is
our Shuijiao equity

Wanchai Ferry Communication Strategy
Step 2:
Further enhance our
perception into a
simple meal solution
that brings life joys
for the family
Step 1:
Establish our image of a
wholesome food (in frozen
format) via various product
formats

Strategic roles for product lines and
communication platform

Shui Jiao / Wonton
• Further strengthening
brand equity on product
quality attribute
• Further differentiate brand
from other frozen shuijiao
competitors
Maintaining the brand
stronghold in current
competition

Shui Jiao / Wonton
Gives a tasty & wholesome meal
Saves time for family fun
• Great taste (thinly wrapped, big & juicy filling)
• Balanced and wholesome ingredient
• Hand made

F07 Campaign: Wholesome Vegetable
Specially chosen
vegetable that offers a
balanced meal for you and
your family

Tang Yuan
• Further enhancing “Simple
Wholesome Meal” proposition
• Increasing consumption
occasions

Tang Yuan
Sweet moments with family / friends
• Great taste (pure aromatic, sweet but not greasy,
soft and glutinous)
• Perfect and innovative combination with sweet
soup such as desert

Regional Delicacy
(Cant dim sum, Shanghai wonton &
pork TY, etc)
• Further differentiating from

Regional Delicacy
(Wonton Noodle, Cant Wonton, etc)
Delicacy tour with family / friends
• Authentic & great taste
• Varieties of products for regional style

Hot Pot

Hot Pot Gives cooking fun
Family fun moments
• Great taste (natural umami taste from best ingredient)
• Innovative & interesting products

• Gives eating pleasure
• Saves time for family
fun
• Great taste (thinly wrapped, big &
juicy filling)
• Balanced and wholesome
ingredient
• Hand made
PRODUC...
KEY BENEF...
WHY BENE...
CONSUM...
CONSUM...
BRAND...
• Lady Chong
• Red LOGO
• Yellow Packaging
The Simple Wholesome Meal that is
• Great taste
• Wholesomeness
• High Quality
• Rich product and flavor varieties
• Approachable enjoyment
• Light hearted
• Fun loving
• Considerate & caring
• Open-minded
• Enjoying simple
pleasure
• Innovative
20 – 45 married couples and young singles, who are friendly, sociable and treasure relationship with family & friends. It is
important for them to be updated, and regain familiarity with the people that they love on a regular basis when each was
preoccupied with their lives. And they appreciate and create simple pleasures in life for oneself and family, but not overly giving.
Sometimes at meal time, they want to escape from the frustration of full meal preparation and seek mental break from a hectic
day. At these moments they do not mind so much about cooking skills – they just want to feel relaxed, to enjoy the little joys
stirred by the togetherness of the family and friends.
吃饭少点繁琐，生活多点情趣 Less hassle for cooking, more joys in life
生活情趣就在手边
In Touch With Little Joys In Life
Shuijiao/Wonton Tangyuan Hot Pot Regional Delicacy
• Sweet moments with
family / friends
• Great taste (pure aromatic,
sweet but not greasy, soft and
glutinous)
• Perfect and innovative
combination with sweet soup as
desert
• Gives cooking fun
• Family fun moments
• Great taste (natural umami
taste from best ingredient)
• Innovative & interesting
products
• Delicacy tour with
family / friends
• Authentic & great taste
• Varieties of products for
regional style
STRATEGI
C ROLE
Wholesome Meal”
proposition
other simple meal solution
• Increasing consumption
occasions
• Further differentiate brand from
other frozen shuijiao competitors
• Further strengthening brand equity
on product quality attribute
- Lady Chong’s secret recipe / - Well chosen material / - Easy to cook / - Innovative in new flavors & products / - Lots of cooking ideas & combination ideas
Wholesome Meal”
proposition
other simple meal solution
Wanchai Ferry
New Brand Architecture

SAATCHI & SAATCHI SAATCHI & SAATCHISAATCHI & SAATCHI
We
Create
Love

THANK YOU

WCF Simple Wholesome Meal Brand Strategy

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