Heart Mooncakes
8. Brand Experience & Activation Kancils [8.10 Best use of Cultural Insights in Brand Experience & Activation]
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Links:
Product/Service:
Sheng Tai International Sdn Bhd
Client:
Sheng Tai International Sdn Bhd
Brief:
The Mid-Autumn Festival, also commonly known as The Mooncake Festival, takes place on the 15th day of the 8th month of the Chinese Lunar Calendar, which falls on 29 September 2023. During the festival, people and corporations would gift mooncakes to each other as a symbol of respect, gratitude, togetherness and wishes of good health. Ironically, Mooncakes themselves aren't very healthy as they are generally high in calories, carbohydrates and fats, with very little fibre, protein and vitamins. This creates a paradox as while the act of giving mooncakes is filled with good intentions, the gift itself is filled with bad content.
Solution:
This year, the Mooncake Festival happened to fall on World Heart Day. An occasion that won't happen for another 45 years. We took this opportunity to produce mooncakes that are actually good for you, especially for your heart. Made with ingredients such as 100% cocoa dark chocolate, wheat flour, peanut oil, sunflower seeds, pumpkin seeds, chia seeds and walnuts. These 'Heart Mooncakes' truly encapsulated the meaning of giving mooncakes from its very core. A message that was further driven home in the theme pressed into every piece; 好有 heart (a common Chinese saying meaning filled with heart) and Made With Heart.
Instead of giving the 'Heart Mooncakes' away to business partners, we distributed them to the elderly, which is a group that is at a high risk of contracting heart problems. As the festival generally includes family reunions, we decided to look for old folks homes that only accepted those who had no one else in their lives.
