​Integrated Marketing Communications

As a cornerstone of countless kitchens for 45 years, our cooking oil brand has been synonymous with quality, trust, and delicious meals. This milestone year provides a unique opportunity to reflect on our journey and elevate our connection with families during the most cherished time of the year—Lunar New Year.

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Lunar New Year is not just a celebration; it is a time of togetherness, tradition, and sumptuous feasts that bring families closer. As the heart of many traditional dishes, our cooking oil plays an integral role in making these moments magical. This case study explores how we leveraged the festive season to honor our legacy, inspire a new generation of home cooks, and strengthen our brand's emotional connection with consumers.