Growth stagnated for the Ho Mai brand. Whilst Ho Mai was synonymous with ‘quality and authenticity’ to loyal customers, the brand was perceived to be ‘cheap’ to non-customers. Quality and authentic ingredients were used within the manufacturing of Ho Mai products and this was never conveyed due to cheap-looking artwork and mixed messaging over the years. Imaginitis was engaged to create a campaign to attract new customers whilst reinforcing the authenticity, flavour and quality of the product. The target market included people who desired a quick and easy snack that’s flavoursome (e.g. time-poor mothers, students). The meals were to be consumed as after school snacks, light meals and when entertaining guests.
Ho Mai Chinese New Year Campaign
Clutter-free, concise advertisements were created leading up to Chinese New Year. The headline reinforced the taste of the product and the imagery emphasized the quality. A Chinese pattern was set as the background to reinforce authenticity. The copy directed non-customers for trial and inspired brand recognition/recall: What to look for (red pack); where to find it (freezer section). Key associations that were created: traditional, authentic, convenient, quality, fresh.
What we did
‘We have been working with Imaginitis over the years to develop creative concepts for key product launches and packaging design. Imaginitis’ attention to detail is always high and the service is exceptional. They always have well-researched strategic responses to briefs with our company’s best interest at heart. They provide full transparency of costs and requirements, which we appreciate. Peter is a pleasure to do business with. Peter’s knowledge of his services and ability to match these to our needs certainly made a big difference compared to other agencies I have encountered.’
CEO, Makmur Enterprises