ASIA May 2020
Manufacturers adopting new brand strategies to reach out to consumers during pandemic
In Asia, major food companies are actively engaging with the public by building greater awareness of their brands through CSR, while supporting the cause of protecting the community from COVID-19 infection.
In India, Mondelez has created limited-edition Cadbury Dairy Milk ‘Thank You’ chocolate bars in the country as part of its ‘recognition of the generous spirit of the country’s unsung heroes during these difficult times’. This is the first time in the brand's 70-year history in India that it has replaced its logo with a ‘Thank You’. Priced at Rs40 (US$0.53) for 50g, Mondelez India will give a part of the sales proceeds towards health insurance policies of the daily wage earners, via a partnership with the NGO Nirmana. To celebrate the linguistic diversity across India, these bars are also being launched in 8 major languages namely English, Hindi/Marathi, Gujarati, Bengali, Tamil, Telugu, Kannada and Malayalam.
In Malaysia, Carlsberg has introduced Adopt a Keg – an initiative that rewards consumers who have purchased Carlsberg for home consumption with free draught beer they can redeem at local F&B outlets when the MCO restrictions are lifted. Adopt a Keg allows beer lovers to fill their own virtual beer keg at by simply scanning the receipt and barcodes from their purchases of Carlsberg Danish Pilsner and Carlsberg Smooth Draught cans and bottles whether from convenience stores, online retailers, supermarkets or hypermarkets. Once the keg is full, consumers will be rewarded with 2 free beers from Carlsberg Malaysia which can be redeemed via a QR code at participating F&B outlets when they reopen. Outlets offering redemptions will be reimbursed by Carlsberg Malaysia, helping with their operating expenses while building up customer patronage.
Meanwhile, Impossible Foods is helping restaurants and distributors in Singapore to sell 2.27kg of its plant-based meat directly to consumers. Nick Halla, Senior Vice President if International at Impossible Foods said, "From our experience in the US, we know that selling Impossible inventory can be a valuable means of supporting our partners’ businesses. We hope that this will provide further assistance to our valued restaurant partners during this period. We are also very excited to give Singapore customers an opportunity to cook Impossible in their own homes.”
The bulk package of Impossible Burger is now available from distribution partner Classic Fine Foods and several local restaurants in the country.



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