Advertising Campaign
Establishing an emotional connection between the historic brand and the younger generation
The Challenge
Target to younger audiences
Gen-Y
Buffalo, a maker of high-quality stainless-steel cookware since 1957, enjoys loyalty from customers over 50 YO. However, it struggles to reach younger generations due to its brand positioning and price sensitivity, despite its strong word-of-mouth credibility.
Insights
Gen-Y families
love soup
Gen-Y in Malaysia, now nurturing their families, love having soup with rice for dinner. In our interviews, 6 out of 10 people preferred this meal after work. No cookware brand targets this need, but Buffalo has launched a rice cooker that’s also excellent for making Chinese-style soup.
But how…?
Strategy
Always Heartwarming
温暖陪伴
Gen-Y families in Malaysia
We know every age has its favorite soup. That’s why we launched the “Always Heartwarming” video series, showing a girl growing up with different soups. Soup warms the stomach, so we associate warmth, soup, and Buffalo Cookware as the upper funnel for awareness.
In the middle funnel funnel for engagement, customers can register for E-book soup recipes, and we’re co-branding with Chek Hup Rock Sugar and Taste-Me Soup Pack to expand our younger customer base: Gen-Y.
In the lower funnel, we wrap up with various retail promotions and GWP offers.
NEW PRODUCT LAUNCHING
An integrated campaign
Always Heartwarming
温暖陪伴
Integrated marketing . Thematic creative content . Exclusive e-comerce & retail promo . Co-branding . Performance Ads . E-Book redemption landing page
