Mister Potato serves up 'snackable' new brand ambassador

Mister Potato, a brand under MAMEE-Double Decker, has appointed K-pop artist Cha Eun-woo (pictured) as its new regional ambassador as part of its 30th-anniversary celebration. The ambassadorship, done in partnership with CJ ENM Hong Kong, will kick-off this March spanning across Malaysia, Singapore, the Philippines, Indonesia and Thailand, leveraging on the popularity of Korean culture and music in the region.

Cha is a member of Korean boyband Astro and the partnership aims to inspire young snack food consumers to pursue their dreams and aspirations via the connections of the artist through Korean music and entertainment. The regional campaign will have a fully integrated marketing collaboration approach with a series of on-air, on-ground, online and offline activities, promotions, and interactive challenges.

In Malaysia and across Southeast Asia, the ambassadorship will host a wide range of new packaging for Mister Potato along with online and broadcast activities. The collaboration will comprise special edition products with Cha featured alongside with collectable merchandise and exclusive autographed items from the brand which will be made available for Malaysian and Southeast Asian fans alike. 

While CJ ENM declined to reveal the monetary value of the partnership, its spokesperson said this is a six-month collaboration and it is working with Entropia for the campaign.

MAMEE-Double Decker's group executive director, Pierre Pang, said it is glad to work with CJ ENM to bring Mister Potato and Cha together. "We are excited about working with such a dynamic young individual and look forward to see the campaign dazzle our fans by further enhancing the experience of our consumers. Mister Potato consumers today are fascinated by the excitement of K-pop and this partnership allows our brand to further enhance the experience of our consumers," Pang explained.

Meanwhile, Michael Jung, MD of CJ ENM Hong Kong, said the company sees great synergy from this collaboration as both Mister Potato and CJ ENM seek to push the Korean entertainment agenda across the region.

At the same time, Liew Min San, VP of media solutions, Malaysia and Singapore, at CJ ENM, added that the collaboration utilises the popularity of Korean culture amongst Malaysian and Southeast Asian audiences to meet the objectives of its partners and advertisers.

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