Kraft Heinz targets Chinese millennials with a new biscuit brand

Kraft Heinz targets Chinese millennials with a new biscuit brand / Tmall

Kraft Heinz has introduced its first biscuit brand Jif Jaf in China, in partnership with Alibaba’s e-commerce platform T-Mall.

The campaign headlined as ‘discover deliciously different’ is conceptualised by Jones Knowles Ritchie (JKR) Singapore and will be launched with its own T-Mall flagship store.

Kraft Jif Jaf which translates in Mandarin as 'interesting clan' is aimed at younger shoppers and will be supported by an integrated marketing campaign, including videos, influencer endorsements, OOH and social engagement

According to Roshni Chatterjee, head of white space innovations, APAC at Kraft Heinz, snacking is a multi-billion-dollar category in China, where consumers have a diverse, experimental and an adventurous food culture.

She said: "Our aim was to build a charismatic brand that would disrupt established consumer habits and drive impulse purchase. Each flavour has its own character persona inspired by their respective fillings. The Big Cheese is a charmer, Chilly Billy is an adrenaline junkie, whilst Mat Chakra’s matcha filling makes him too zen for his own good.”

Katie Ewer, strategy director said: “We loved the idea that the chocolate exterior of a Jif Jaf conceals an unexpectedly odd filling. Jif Jafs are a little bit odd inside – just like all of us."

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