2020 Gold Vertex Award Winners

Super Foodie

Private Brand: Super Foodie
Retailer: Yonghui
Country: China
Category: B1. New Brand
Agency: Daymon

Credits:

Alexanders Reuts, Aileen Zhang, Dingyong Wu, Vivian Chan, Yimi Liu, Elizabeth Xu, Lynn Chen, Helen Wang, XiaoLi Chen, NaiWang Wen

Summary:

Super Foodie is a new snack brand created for Yonghui Selection. In view of fierce competition among snack brands in China and young people as key snack consumers, Super Foodie is set off to be a dynamic and fun brand to reflect the consumer truth. A fun lion IP character was created to portray Super Foodie and to connect with “lion” in its Chinese brand name. Super Foodie can’t stop drooling whenever delicious snack is found. He tastes gourmet food around the world and loves to share. Every bite of food is a cheerful journey of Super Foodie’s taste buds. The lion character is versatile and designed with various interaction with products for brand storytelling, and is eye-catching on shelf, which contributes to better brand recall

By Christopher DurhamPublished On: May 27th, 2020Tags: R-BASIC, R-PRO, SP-BASIC, SP-PLUS, SP-PRO, vertex awards

About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.