What does a leading supplier of chicken meat do when faced with the challenge of launching a new healthy and semi-organic brand to food channels and consumer markets in Taiwan?
When faced with the desire to create a new brand of healthy and semi-organic chicken meat, our client was faced with the task of creating a brand from zero.
With a relatively small marketing team and a need to generate results within less than a year, Kingrich entrusted Subkarma to the task. This case is a great example of how branding can be achieved in a short time frame, using an integrated marketing approach where traditional and online platforms and communication methods worked together to create quick results.
From the onset, Subkarma was faced with a couple of major challenges:
A short time frame within which to achieve results – driven by the desire to attend the Taipei Food Show 3 months into the project.
Creating quick interest in a product by giving it a Personality and an attractive image.
As with all branding projects, Subkarma ran a series of focus groups with potential consumers, as well as interviews with target buyers/channels.
From those activities, Subkarma was able to determine both the basic needs of most clients (mothers with young children & high -end food channels), as well as potential areas of market expansion (ie Active online students and young adults) .
In order to make our client stand-out from the start, Subkarma designed both a new name, Holsem, to reflect its “wholesome” appeal, and also designed a brand image using the Holsem Chicken family as main characters. This would make the brand more memorable and easily recognizable, as well as presenting a friendly and engaging face to clients.
As part of the project, Subkarma not only created the name and logo for Holsem, we also designed the website, tradeshow booth, food truck, packaging, posters, carrier bags, mascot outfit and many more marketing materials.
One of the most remarkable design items that Subkarma delivered during this project was a series of filmed episodes starring Holsem’s chicken family.
Each episode required filming on set with real chicken; a challenge that we had never faced before!
In order to gain maximum attention for the Holsem brand, Subkarma created a number of online campaigns prior to the Taipei foodshow to generate participation and online sharing. Supported by Line activities and other competitions, Subkarma was able to very quickly reach a whole generation of internet Savvy young consumers and their families.
Subkarma also managed Holsem's tradeshow design and strategy, which includes speeches and cooking demonstrations at the booth with famous TLC cooking show host.
In addition, Subkarma maintained interest in the brand after the show by maintaining the Holsem FB and running co-branding events with like-minded brands for children's school supplies.
Finally, Subkarma was instrumental in opening up a new consumer market for Holsem by creating a Food Truck business model. Initial objectives to sell mainly raw meat online to B2B channels were dramatically changed to include a whole new B2C approach.
Holsem has gone from being a totally new brand to being an extremely aggressive and successful brand of both raw chicken and ready prepared meals in less than two years.
With a very clear direction and an appetite for dynamic and positive branding, the Holsem marketing Team has successfully taken up the baton from Subkarma to expand its customer base, develop campaigns and increase its B2B customer base across Taiwan. This brand is definitely one to watch!