FrieslandCampina HK addresses nuanced parenting desires with O2O campaign

FrieslandCampina Hong Kong has unveiled a new campaign that aims to encourage mothers to embrace the idea of being “born to be signature.”

This follows the brand's launch of a new product called FRISO SIGNATURE, developed from its insights into the needs of modern mothers and the immature antibody development in babies under four years old.

Gathered through market research, consumer studies, and social listening, FrieslandCampina’s insights reveal that today’s mothers seek a multifaceted approach to childcare, valuing natural ingredients alongside scientific innovation.

In response to these insights, FrieslandCampina Hong Kong has partnered with creative agency Cheil Hong Kong and media agency Starcom to launch an offline-to-online campaign called "Born to be signature." It aims to address nuanced parenting desires with a strategy that goes beyond traditional marketing methods, evolving from a solely product-driven approach to a dual strategy.

To amplify this message, the brand has partnered with Hollywood actress Fala Chen (陳法拉), who will help stimulate this attitude and highlight its distinctiveness in the market.

A spokesperson from FRISO told MARKETING-INTERACTIVE that Chen was selected as the campaign ambassador to embody the spirit of breakthrough, uniqueness, and excellence. “As a prominent Hollywood actress, her career trajectory reflected a commitment to breakthrough achievements. Her confidence and dedication, particularly after welcoming her second child, resonated deeply with the campaign's core message, ‘Born to be signature’," said the spokesperson.

The campaign was initially launched at the Baby Expo, a baby products trade show in Hong Kong, serving as a platform to unveil the partnership with Chen and surprise visitors.

Following its launch, promotions are being rolled out across various channels from mid-August 2024. This includes retail displays, and a social media campaign featuring a series of content, all designed to engage a diverse audience.

Additionally, a series of promotional walls and digital point of sale materials (POSM) have been implemented in Mannings, the exclusive partner for the product launch, to enhance the impact at the retail level.

Tracy Fung, managing director, FrieslandCampina Hong Kong, said: “With over 150 years of expertise in dairy, Royal FrieslandCampina expertly integrates the entire production chain—from grass to glass—harmonising nature and science to deliver exceptional nutritional products to millions worldwide.”

“As we observe an increasing commitment among parents to provide the very best for their cherished children, we recognise a significant opportunity for FRISO to set new industry standards, drive innovation, and reaffirm our dedication to nourishing the lives of consumers in Hong Kong. Our goal is to establish the brand as the unrivalled leader in the emerging ultra-luxury segment in Hong Kong,” Fung added.

Jim Leung, business director, Cheil Hong Kong, said: “This campaign showcases the dedication of the brand to create a signature start for children. It challenges traditional FMCG promotion by shifting from a product-focused approach to an attitude-driven one, offering a fresh perspective that resonates with parents and elevates the level of protection for their children.”

Don’t miss: Watsons HK and Friso invite Hongkongers to recycle milk powder tins

Back in July, FRISO and Watsons Hong Kong and FRISO teamed up to launch the Watsons x FRISO “Tin2Green Rewards” milk powder tin recycling rewards programme. This initiative invites citizens to recycle any brand of milk powder tins at around 180 Watsons stores across Hong Kong, promoting a more sustainable lifestyle. 

Available until 31 December 2024, citizens can bring their cleaned and empty milk powder tins of any brand to around 180 Watsons stores in Hong Kong for recycling.

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