Jinmailang picks new agency to handle branding and creative services

Chinese convenience food company Jinmailang has appointed McCann China as its agency of record for 2024 after a shortlist including incumbent Dentsu. The pitch was first called in November 2023.

Under the one-year appointment, McCann China will be responsible for developing the brand strategy, creative solutions and integrated marketing services for all brands within the Jinmailang food business group. 

Jinmailang was founded in 1994 in Hebei Province, and is one of China’s top 500 privately-owned businesses, with a portfolio ranging from instant noodles to convenience foods and bakery products, according to the release.  

Under this new partnership, McCann will be tasked with developing communication strategies and creating integrated marketing campaigns. The agency will also collaborate with Jinmailang’s product research and development (R&D) department to help drive innovation and the co-creation of new product concepts.  

Furthermore, McCann Worldgroup China’s influencer marketing unit will also lead celebrity and KOL communication strategies. 

Ran Huan, the brand head of Jinmailang’s food business, said, "We totally agreed with the McCann team's sharp insights into our brand and their deep understanding of the convenience food industry.” 

“The team demonstrated a strong passion in our early communications, which was very impressive. At this critical moment in our 30th anniversary year, I believe that our partnership with McCann will help uplift our brand to a new level in the minds of Chinese consumers,” he added. 

On the other hand, Shu Wu, managing director of McCann Worldgroup China added, "We really admire Jinmailang, a genuinely homegrown enterprise in China, for its unremitting persistence in brand-building and helping to shape China’s food industry. It is a great honour for us to join hands with the brand on its 30th anniversary.” 

“McCann has also been operating in China for over 30 years and we have helped many local brands to grow and succeed. This partnership is a testament to our strength in marketing local brands and our team is really looking forward to embarking on this exciting new journey together with Jinmailang,” she added. 

Back in July 2023, McCann China officially launched its “Influencer Marketing” business unit, which will help brands find the most suitable influencers to match their needs, as well as leveraging unique marketing tactics to deliver highly effective integrated marketing campaigns that combine both creativity and influence. 

Led by Eve Rong, the dedicated Influencer Marketing unit offers both a strong entertainment marketing resource and access to a large and ever-expanding pool of opinion leaders, but also, a level of strategic thinking and vision to maximise the effectiveness of using KOLs. 

Related articles:

McCann China poaches BBH China ECD as chief creative officer
Alibaba appoints McCann China as creative partner for Olympics campaign