Vitasoy International takes new branding to global level with new head of group marcomms role

Vitasoy International has appointed Lydia Yau (pictured) as its new head of group marketing strategies and communications, effective from 8 May. In this newly created role, Yau will report to David Kim, group CMO of Vitasoy International. 

This head role is newly created because the company sees the need to build a more purpose-driven, distinctive and consistent branding as the business scale internationally. Within her new role, Yau is tasked at driving and amplifying Vitasoy's equity across markets to strengthen corporate brand reputation and credibility.

She is also responsible for driving brand purpose with ESG in the core, identifying opportunities to reach new market segments, devising effective marketing and business strategies to fuel long term business growth globally, fostering strategic partnerships to champion the sustainability movement and promoting marketing governance and capability development.

Based in Hong Kong, Yau will also work on a global level with over 40 markets worldwide, including Greater China, Australia and New Zealand, Singapore, the Philippines and North America on strategies, governance and business development.

Yau said on her LinkedIn post that she is very excited to join the company in planting goodness everyday and contributing to the world’s transformation towards a more sustainable future. "Constantly looking for potential like-minded partners to champion the movement together," she added. 

Prior to her new role, Yau was the associate director of marketing and digital development at Green Monday, where she was responsible for devising the overall strategy and growth plan, leading eCommerce, brand marketing and trade marketing of the company. She had also been the brand director of financial technology at Tencent back in 2021. Before Tencent, she had been with Procter & Gamble for over five years, having helmed different senior roles including regional brand director for Hong Kong and Taiwan.

On a group level, Vitasoy is working with various agencies, including OMG group on media, Believe You Me on branding, Havas on social and Cheddar Media on its website.

Don't miss: Vitasoy unveils new corporate website to encourage sustainability

As the iconic soymilk brand rooted in Hong Kong for over 80 years, Vitasoy has been striving to contribute to the world's transformation towards sustainability. Previously in January, the company launched its website with new content and a new interactive and contemporary design to communicate its corporate positioning - Planting Goodness Everyday.

This comes as the company pledged to make a significant move to evolve its branding in May 2022. With the branding evolution, it is focusing on reviving its plant-based heritage. According to the brand, the new branding is to resonate with modern consumers’ desire for a healthier and nutritious lifestyle, with the campaign platform “Planting Goodness Every Day”. The new brand equity stamp a branding mnemonic device that holds the various stories and product strengths, set in daily moments including social gatherings, workouts, and home cultivation.

The idea behind the significant move was initiated back in May last year, when Vitasoy decided to evolve its branding to focus on reviving its plant-based heritage. According to the brand, the new branding is to resonate with modern consumers’ desire for a healthier and nutritious lifestyle, with the campaign platform “Planting Goodness Every Day”. The new brand equity stamp a branding mnemonic device that holds the various stories and product strengths, set in daily moments including social gaherings, workouts, and home cultivation.

Related articles:

ICAC charges former Vitasoy staff for allegedly concealing conflict of interest in ads worth HK$1.9m
Vita International acquires remaining shares of Vitasoy Australia