Lao Ban
Beancurd

How can we make Lao Ban Beancurd the dessert of choice amongst Gen Zs and reposition soy desserts as an attractive alternative for Gen Zs when they crave affordable, takeaway desserts?

That was the question my team and I set out to answer with our Lao Ban Beancurd Pitch.

Situation and Consumer Trend Analysis

We conducted and analysed consumer surveys, researched market trends and analysed Lao Ban current product offerings.

Solution: Bring the Lao Bans to life

We decided to bring the titular mascots to reality - creating a campaign that played on Gen Z's heartstrings. "Chill, Lao Ban is here for you." employed a year long social media campaign, interactive live signboards, student welfare package roadshows at schools and Telegram stickers of encouragement.