Results and Effectiveness

The campaign was extremely well received and created greater awareness for the brand. It also got heavy circulation on popular social networking sites like Weibo and even encouraged other restaurant chains to request for similar efforts from the brand. Please note, in the absence of any indication of results, the jury cannot give a mark for this and the entry could suffer as a result.

Creative Execution

Using actual Mayflower kitchen paper, we turned kitchen drips, spills and splats into 8x8” unique pieces of art. An artist’s workshop was conducted to learn about the different pigment saturations and textures of their chosen ingredients -from the thinner coffee, tea and wine, to the thicker jams, pastes, syrups, egg yolk and frosting. The ingredients used dictated the subject of each piece. Over 60 unique pieces were created and distributed to special channels. In select restaurants and cafes, the art pieces were glass laminated and served as place-mats, reinventing this tired medium into a conversational piece for guests. They were also displayed in the sauces section of groceries as POP.

Insights, Strategy and the Idea

Mayflower, a local tissue brand in China, wanted to communicate its kitchen paper line’s strength and good absorption. But being a very cluttered market in China, they wanted to do something bold and engaging. The main target is mothers/housewives, B and C. This is a low involvement product -there is very little loyalty with a specific brand. Value is a strong deciding factor for the target.