2024，家乐上品鲍鱼汁迎来重磅升级战！

当餐饮内卷成风，“鲜”味成为掘金点时，家乐上品鲍鱼汁沟通策略随之调整升级！为了抢占鲍汁市场与拓展蚝油市场，家乐将核心目标瞄准南区厨师和全国厨师，开启一场涉及微信、抖音、小红书及线下渠道传播的营销战役。

G Project根据家乐品牌方需求，深度挖掘厨师痛点与粤闽菜厨师兴趣点，追本溯源，将家乐上品鲍鱼汁与传统宫廷鲍汁进行关联，并邀请南区厨师偶像、曾出演《金玉满堂》皇家御厨的港星欧阳震华担纲主演，深刻传播家乐上品鲍鱼汁“真鲜浓 香对味”主题与“浓鲜浓香浓味”RTB，同时配合不同设计风格的平面和行业媒体通稿进行公关传播，不仅完成了品牌生意层面的沟通，也解决了厨师鲜浓调味品使用的空缺问题，创造了厨师群体狂欢的情绪价值。

As the catering industry becomes more competitive and “freshness” is key for profits, Knorr’s premium abalone sauce communication strategy has been refined. Targeting chefs in the south region and across the country, Knorr initiates a multi-channel marketing campaign including WeChat, TikTok, XHS, and offline promotion.

We tailored to Knorr’s brand requirements, delves into the needs of chefs and their interest in Guangdong and Fujian cuisine. It links Knorr’s abalone sauce to the traditional royal court version and features Hong Kong celebrity Au-Yeung Chun-Wah, known for his role as a royal chef in teleplay as the spokesperson. This campaign emphasizes Knorr’s abalone sauce’s “Rich Freshness, Rich Aroma, and Rich Flavor” tagline, using diverse print and media materials for public relations. It addresses the communication needs at the business level and fills the gap in chefs’ use of fresh and rich seasonings, generating emotional value for the culinary community.