Chek Hup - Brand Management

Brand Management

Boosting engagement with the REAL taste of Ipoh coffee through integrated festive activities

The Challenge

Instant Coffee’s

Image Problem

Consumer nowadays more toward health-conscious, and people have wrong perception that 3 in 1 instant coffee is not a healthy choice, anyway, Chek Hup is health-conscious by ensuring that our products are in their most natural form without any artificial flavouring or additives. Our mission is to highlight, via advertising, digital, and social media channels, why they should choose Chek Hup over other coffee brands.

Insights

Real ingredients

Real Difference

Chek Hup’s commitment to real ingredients, like unique rock sugar instead of artificial flavoring, results in higher costs and prices than competitors. Our goal is to inform consumers about their commitment to quality and taste, offering them premium coffee.

But how…?

Strategy

The Power of “REAL”

Keep It REAL

Connect and engage with audience at various touch points, using campaigns that blend the keyword “REAL” into advertising to enhance our brand’s relevance and shift consumer perceptions.

4 major festive events like Chinese New Year, Hari Raya, National Day and Christmas, along with special sales on online platform & trade marketing.

The campaign theme “Keep It REAL” runs through every event and campaign, emphasizing messages of authenticity. We associate “REAL” with real ingredients to shape brand perceptions in our communications.