Chengzhen, an ice cream branded under Nestlé, is marketed on a simple proposition: the goodness of real (ingredients). However they had been facing declining sales with a market filled with copycats of similar propositions. The client understood the need for Chengzhen to differentiate themselves from the clutter.

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The Campaign:

真好才呈真 (Only the good goes into Chengzhen)

So rather than focusing on the standard "reasons to believe" and showcase ingredient freshness and pasture quality, where other competitors were at. We came up with two witty spots using animated cows to tell our story of how Chengzhen ice cream is only made out of good ingredients. We partnered award-winning Aradman Studio to bring the 2 spots to life, with Andy Lavery as our director. The campaign launches with an on-ground event at Solana 蓝色港湾 (a popular mall in Beijing), where consumers could sample our ice-cream and at the same time take a selfie with our mascot fleet.