Case Study: How AGA showcased British cooking and its brand in China

Brand won over new consumers in Chinese market with interactive strategy at leading food and drink event

Campaign: AGA at the Food is GREAT exhibition

Agency: EastWest PR

The brief

Help AGA, one of the UK’s leading cooker manufacturers, boost its presence and market penetration in China.

The challenges

AGA cookers are highly regarded in the UK and across Europe, in part due to its historical brand connection with British consumers and citizens. Trying to grow that in a new, vastly different market such as China, without that legacy brand trust, required some fresh thinking. 

The strategy

The ‘Food is GREAT’ exhibition, put on by the British Embassy, gave the perfect opportunity to showcase what AGA had to offer Chinese consumers. The direct approach was best: a series of tailored activities that let the crowd interact with AGA’s Redfyre and AGATC cookers as well as other products.

An exclusive interview was granted to China Daily, one of China’s leading newspapers, with Daniel Wong, AGA’s Asia business development director. That was followed by a media food tasting using the Rangemaster, which was coordinated in partnership with nutrition company CoCo. Afterwards a live presentation was given by Chinese strategic consultant Ken Zhang.

Consumers were encouraged to interact with AGA products, take photos and share them on social media. In keeping with the theme of the event, the AGA stall was heavily decorated in British regalia – flags and bunting – to reinforce the brand’s origins and also bring a sense of fun to the day.

High-profile culinary guests were also in attendance, with a photographer and videographer covering the proceedings. 

The results

Within two days of the event, 10 articles had been written and shared regarding AGA’s successful promotion, including several lifestyle, fashion and food magazines. The exclusive interview for China Daily garnered significant attention.

In addition, 15 leading media influencers and key opinion leaders attended and shared positive feedback about AGA products and the events at the brand’s station.  

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