How AGA showcased British cooking and its brand in China

By Admin
China has been a rapidly growing market for the British cooker brand despite its heritage as the heart of the English country kitchen. Now is the time f...

China has been a rapidly growing market for the British cooker brand despite its heritage as the heart of the English country kitchen. Now is the time for AGA to boost its market share in this vastly different market.

There’s no legacy and brand trust in China as there is in the UK and Europe so the campaign to break into the Chinese market required some fresh thinking from the brand. EastWest PR was tasked with overcoming these challenges and did so through a special event.

The Food is GREAT exhibition held at the British Embassy was a great chance for AGA to show exactly what it had to offer Chinese customers. The approach was direct, allowing the crowds to take part in activities that would let them get closer to AGA and its food.

Exclusive interviews were granted with China Daily, guests to could try AGA cooked food and there was a cookery demonstration too. High profile guests and journalists were in attendance.

In the two days following the event, 10 articles had been written about the brand, further boosting its profile in this new market. The exclusive interview with China Daily gained significant attention.

Follow @ManufacturingGL and read the latest issue of the magazine.

Share

Featured Articles

Hanwha to spend US$2.5bn on US solar manufacturing

South Korean chemical manufacturer Hanwha will spend US$2.5bn on US solar manufacturing at Georgia plant, in a new renewable energy push

Hexagon invests in Divergent Technologies digital factories

Digital reality solutions company Hexagon has invested in Divergent Technologies, the first modular digital factory in the automotive industry

India’s smart manufacturing electric vehicle future

Indian IT service Panache Digilife has announced a manufacturing and supply chain agreement with electric vehicle manufacturer Revamp Moto

Manufacturing a legacy of safety, sustainability, and skill

Procurement & Supply Chain

5 minutes with: Simon Michie, Pulsant CTO

Technology

Microsoft’s Çağlayan Arkan explores the supply chain

Procurement & Supply Chain