New Cranberry Products Campaign with Heytea

Posted on January 7, 2022

From October to December, CMC collaborated with Heytea in holding a new cranberry products campaign across 600+ outlets throughout China. This event was aimed at supporting the use and application of cranberries in the food and beverage sector.

Six cranberry beverages and desserts were highlighted through this promotion: ‘Berry Bang Cheezo’, ‘Cranberry Raspberry Bottled Juice’, ‘Berry Bang Mille Crepe Cake’, ‘Berry Bang Gelato’, ‘Cranberry Orange Scone’, and ‘Cheezo Cranberry Turkey Pastry’. These six cranberry products were specially developed and launched by Heytea based on specific seasons and holiday periods. For greater exposure, the products were featured on television screens in physical stores, as top banners on online ordering platforms, posts on Heytea’s social media, and similar channels. Additionally, Heytea offered a special buy one, get one free promotion on certain cranberry products.

On October 21, a new cranberry products launch event was held in Shanghai. Brian Dai, chief brand officer at Heytea, and Jeff Dutton, commercial officer at the U.S. & Foreign Commercial Service of the U.S. Consulate General in Shanghai, delivered welcome remarks. Aarif Lee, a popular actor, singer, and songwriter, also attended the event as a ‘brand experience officer’, expressing his fondness for the new cranberry products and conducting a media interview. Through the efforts of 15 media outlets (including printed media, television and video websites) and 15 Weibo accounts in the fields of fashion and entertainment, a total of 56 placements were published. Following the official launch, 61 KOLs and KOCs were invited to experience the world of cranberries at the Shanghai Amusement Park Party. In total, the KOLs and KOCs released 61 products posts on Weibo and The Red, and both Aarif Lee and Heytea also published relevant posts.

Some example of relevant reports can be viewed at the following links:

https://mp.weixin.qq.com/s/wavRuLaFYR08qkrWsY5N9A

https://m.weibo.cn/2945931603/4695159910172975

https://m.weibo.cn/1640092243/4695576341644056

https://m.weibo.cn/status/4699445666775345?#&video

https://m.weibo.cn/status/4699517318334550?#&video

From October 18 to November 17, the most featured product was ‘Berry Bang Cheezo’, which generated sales of roughly RMB 8.9 million and sold 270,000 units. ‘Cranberry Raspberry Bottled Juice’ and ‘Cranberry Orange Scone’ have now been added as standard products following the promotion. The campaign generated 61,647,787 views and 134,017 engagements across all online platforms.

Upcoming Events

Global Produce & Floral Show
October 27, 2022
Orlando, Fl
Asia Fruit Logistica 2022
November 2, 2022
Bangkok,Queen Sirikit National Convention Center (QSNCC)

Testimonials

"M. Z. Marketing Communications has provided exceptional support for the U.S. pecan industry’s successful marketing efforts in China... This is a professional organization which has the full confidence of the U.S. industry."

− National Pecan Growers Council

"From our recent experience working with MZMC for our efforts in mainland China, it has become clear that we couldn’t be working with a stronger or more effective partner. Their work is exceptional, of the highest quality and has certainly contributed to our successes in the China market!"

− Scott J. Soares, Executive Director, U.S. Cranberry Marketing Committee

"M.Z. Marketing Communications is the best thing that has happened to our industry in China. We are writing a new chapter in the history of our industry and MZMC is the primary author."

− Butch Weege, Executive Director, Ginseng Board of Wisconsin

Follow Us

Find Us

M.Z. Marketing Communications 20D, No.257 Siping Road, Shanghai, China 200081 Tel: (+86) 21-6521-6751 Fax: (+86) 21-6521-3459 E-mail: info@mzmc.com.cn