Background

Unilever Food Solutions (UFS) is a professional condiment brand serving restaurant owners and chefs. In 2021, however, the business faced two key challenges. Firstly, restaurants were some of the hardest hit by COVID-19. While China managed the pandemic better than most, there were nonetheless lingering effects felt by the industry. Despite the broader economic recovery from COVID-19, consumer spending on meals was still down -17% at the end of 2020 (China Bureau of Statistics). Secondly, young diners – who make up 65% of restaurant consumption in China – have tastes that are changing faster than ever before. In response, UFS developed a new marketing ecosystem to reach restaurant operators, transforming Unilever Food Solutions into our customers’ partner in growth. Since 2017, UFS has been helping restaurants adapt to changing tastes through their ‘Killer Recipe’ campaign. This campaign inspires restaurant operators with on-trend recipe ideas while promoting UFS' product superiority.