Kawan Foods is a brand that aims at providing quality frozen food to its customers. However, two factors led to declining sales - a shift towards online food order and quality concerns regarding the freshness of frozen food.
We wanted to highlight the convenience, cost efficiency and variety of Kawan products, while reassuring the target audience about superior quality and freshness of the product offerings, through the brand ethos of ‘frozen is fresh’. So, we changed the communication strategy to reflect the product attributes - with more focus on recipe-led videos rather than static communication.
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