Tongwei Group Appoints Ogilvy China Consulting & Creative Partner to Create New Pet Food Brand Pjoy
Ogilvy China announced it has been selected by Tongwei Group, one of the leading enterprises in agricultural industrialization in the country, to create a new premium pet food brand called Pjoy. The partnership comes as Tongwei looks to expand its brand portfolio to harness business opportunities presented by the highly-dynamic, fast-growing domestic pet food segment.
The project brought together Ogilvy China’s rich cross-capability experience under a unique end-to-end offering; the Ogilvy Consulting team was commissioned to craft the new brand and chart a business roadmap that would support sustainable growth, leveraging robust market analysis and consumer research to define a scalable business segment, identify the new brand’s target audience, and develop new product concepts, product mix, brand positioning, naming and personality. These strategic recommendations were then translated into the real-world by Ogilvy’s Advertising, Experience and Public Relations teams, who spearheaded and executed the new brand’s visual identity, packaging design as well as eCommerce content and communications strategy.
While nutrition, health and wellness have gradually become a key focus for Chinese consumers, until recently their pets were mostly stuck eating the same highly-processed kibble, day after day. Pjoy was born out of a desire to provide consumers’ beloved four-legged family members with a variety of holistic and nutritious food, relying on Tongwei’s rich agricultural and technological expertise to ensure high-quality production standards.
Sandy Ng, President of Ogilvy Consulting in China, said: “We are very proud of our partnership with the Tongwei Group and the reception that consumers gave Pjoy upon launching. Pjoy is a true testament of how Ogilvy’s offerings across capabilities can work seamlessly together to help support our clients and give birth to a new brand starting from market opportunity analysis all the way to the brand communications execution. We look forward to establishing Pjoy as the go-to choice of premium pet food in China.”
Pjoy’s product line currently includes 16 different types of cat and dog food that can be mixed and matched to suit the animal’s preferences and diet needs. All products are free of additives, artificial colorings, preservatives, and cooked through 3 different methods to ensure high-nutritional value. Ogilvy Shanghai supported the brand launch just ahead of this year’s Singles’ Day festival, delivering an integrated communications strategy and amplifying brand awareness KOLs and KOCs on key Chinese social media platforms.