Chinese yogurt brand Classy Kiss (卡士) has launched a new campaign to spotlight its commitment to health, warmth, and an easygoing lifestyle.
To highlight Classy as a brand for all ages—from children to health-conscious consumers—and to generate social buzz, the campaign features Hong Kong actress Eliza Sham and her son.
Agnes Lung, executive director and group chief marketing and digital officer, Uni-China Group, told MARKETING-INTERACTIVE that Sham is chosen for her status as a former Miss Chinese International Pageant winner, admired for her commitment to health, elegance, and graceful living. Her appeal as a youthful, attractive mother figure resonates with the target demographic, and her maintained appearance after years of motherhood serves as a testament to the health benefits of quality yogurt consumption.
Moreover, Sham and her family are genuine fans of the brand, lending authenticity and credibility to the campaign, according to Lung. “Together, she and her son perfectly represent a healthy family lifestyle, demonstrating nutritious choices and joyful moments.”
Also known as “CLASSY·KISS and Heung Heung bringing the latest yogurt creations into every household”, the campaign is done in collaboration with PR agency The Bridge Agency.
As part of the campaign, an Instagram reel is launched featuring Sham and her son. In the video, her son wakes up to find Sham preparing a cereal bowl with Classy Kiss yogurt, which brings him joy. They then make the yogurt bowl together, highlighting their happy moments. By capturing authentic family interactions, the video aims to build an emotional connection and showcase genuine product usage.
“We have always believed that good health begins with the simple choices we make every day, that’s why this campaign centres on one of the most meaningful daily rituals — preparing a wholesome breakfast for the family. By inviting Sham and her son into this story, we wanted to capture that refreshing moment at the start of the day, where love and nourishment all come together around the breakfast table,” said Lung.
To promote the campaign, Classy Kiss has invited media outlets to cover its events and activities, supported by strategic press releases and targeted outreach to generate buzz, increase public exposure, and enhance campaign visibility. Additionally, promotional pricing has been introduced at major convenience stores and supermarkets.
Don’t miss: Yoghurt brand Classy Kiss and Uni-China team up to venture into HK
Back in February 2024, Classy Kiss and Uni-China Group entered into a strategic cooperation agreement, under which Uni-China Group serves as Classy Kiss’ sole distributor in Hong Kong to launch its yoghurt products in the Hong Kong market.
According to the cooperation agreement, Uni-China Group introduces Classy Kiss’ signature products to local consumers through its retail network across Hong Kong and its cold chain logistics distribution system.
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