Chinese New Year ’11 will see Oriental food brand Blue Dragon embark on a £6m re-launch. Building upon the brand’s leading market position, the multi-million pound campaign will not only encompass a new brand identity, but also innovative new products and heavyweight consumer and shopper support, including a national TV advertising campaign and an integrated communications programme.
The Blue Dragon re-launch is designed to drive interest amongst new and existing consumers in the Oriental food category whilst enhancing Blue Dragon’s credentials as the authentic Oriental food brand. This will be achieved through greater range cohesion and improved brand awareness – on-pack and on-shelf.
The brand’s packaging will be refreshed with a new vibrant and authentic Oriental tapestry design, which will be rolled out across the entire range. The use of a new logo, with strong Oriental cues, is intended to improve brand awareness, connection and recognition amongst consumers whilst increasing purchase intent and ensuring strong impact on shelf.
A key component of the re-launch will see Blue Dragon enter the Cooking Sauce category with the launch of six popular and authentic Cooking Sauce flavours – Chow Mein, Sweet Chilli, Sweet & Sour, Chinese Curry, Thai Green and Thai Red – including the market’s first ever Chow Mein & Chinese Curry Cooking Sauce variants. These classic flavours, housed in bespoke pagoda glass jars, will generate excitement and enhance authenticity within a key sector currently dominated by mainstream brands. Consumer research found that 61% of existing Cooking Sauce consumers would try the range and positive taste tests saw the classic variants rival key competitors.
Next year will also see Blue Dragon enter into the Oriental Oven Cook sector with a range of Blue Dragon Sticky Sauces, available in four restaurant-classic variants – Chinese BBQ, Char Sui, Peking and Teriyaki. The range will provide consumers with a convenient short-cut to replicating a range of Oriental appetisers at home by basting or marinating, something which the ambient Oriental category doesn’t currently offer. Blue Dragon’s versatile Sticky Sauce range is perfect for creating family friendly meals in a matter of minutes, whether it is in the oven or on the BBQ.
Building on the success of its existing Stir Fry portfolio, new Blue Dragon Stir Fry Shots will also be introduced to the range in ‘11. Despite being the second largest segment in the Oriental food market, with an abundance of growth opportunities, until now, little has been introduced to the category to drive growth. Comprising six unique flavours – Spicy Satay, Sweet Sour, Chilli Coconut, Sweet Chilli, Wasabi Plum & Szechuan Pepper – Blue Dragon’s Stir Fry Shots are perfect for consumers seeking a more intense flavour experience. As well as bringing innovation to the sector, the range will encourage consumers to reassess the brand, encourage sales uplift and generate excitement in-store. Their stand-up pouch will also ensure on-shelf prominence and the tear opening will guarantee ease of use.
Four new Paste variants will complete Blue Dragon’s range of innovative NPD. Unlike the Indian Pastes market, no other brand currently offers consumers an easy-to-use Oriental paste which doesn’t require any additional, specialist ingredients to be added. With its strong Oriental heritage and roots in specialist ingredients, Blue Dragon has transformed this by introducing an authentic and credible range – Chinese, Thai Laksa, Thai Red and Thai Green, containing all the essential ingredients required to create an authentic and flavoursome dish. The range’s varying flavour profiles and heat levels make Blue Dragon Pastes perfect for timid and adventurous cooks alike, and their bespoke, larger jar size also delivers stand-out on shelf.
The re-launch will be spearheaded by a heavyweight national TV advertising campaign. On air for three months from Chinese New Year ’11, the TV campaign is designed to reinforce Blue Dragon’s authentic credentials, driving consumer awareness of the brand and its key products as well as inspiring the nation to create restaurant quality Oriental meals at home. Complementing the TV ad, through the line marketing activity will include: in-store activation and promotions, PR, regional sampling and online CRM activity.
Tracy Hughes, Blue Dragon Consumer and Trade Marketing Controller says; “This is a truly exciting time for the Blue Dragon brand. We’ve placed considerable investment behind the re-launch, which can only be described as one of the biggest in the category for a long time, and are looking forward to introducing our new range to consumers next year.
“As a brand, we consistently introduce innovative and exciting NPD to consumers. In 2010 alone we’ve extended our Stir Fry, Dipping Sauce and Condiments offerings and entered the Salad Dressings arena. But for us it doesn’t stop there. We’re confident that our four new & exciting Paste, Stir Fry, Sticky and Cooking Sauce ranges, combined with our great new brand identity, will add significant value to the category.”
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