Chacha enters fast track as a leading global fresh nut producer through strategic brand upgrade

Event Calendar Press Releases Tuesday July 23, 2019 08:47
SHANGHAI--23 Jul--PRNewswire/InfoQuest
Themed "Leading in preservation, Being world-renowned", the 2019 Chacha Global Strategic Partner Summit & Chacha Nut Brand Upgrade Conference was held in Shanghai on July 18.

Chacha has joined hands with top brand strategy consulting firm H&H to release its new tagline and logo, established the Chinese Nuts Nutrition Research Center in collaboration with the Chinese Nutrition Society, and signed a strategic cooperation agreement with Focus Media, in a move to gain recognition in the market, across the industry and by consumers, for Chacha's leadership in preserving freshness of product.

Joining hands with H&H to upgrade its brand strategy

Ryan Zhou, vice president of Nielsen China, said that the nuts category has maintained rapid growth in recent years. H&H chairman Hua Shan announced Chacha's tagline and logo. Chacha's new "super" tagline is "Core technology for preserving the freshness", while H&H has enlarged the classic logo designed by Alan Chan, a world-renowned Chinese creative designer, to serve as Chacha's new "super" logo.

The packaging brings together a striking yellow background, the enlarged Chacha logo and the "Core technology for preserving the freshness" tagline, leaving a deeper impression on consumers.
Creating a strong product and announcing the Small Yellow Bag Daily Nuts brand strategy

International Nut and Dried Fruit Council (INC) chairman Pino Calcagni sent video greetings to the conference and pointed out that nut consumption worldwide is increasing rapidly. As a result of this trend, Small Yellow Bag Daily Nuts emerged as the breakthrough product for Chacha, the sole board member of INC in China. According to Chacha vice president Wang Bin, sunflower seeds are Chacha's primary business line, while nuts are the secondary one. Over the next decade, Chacha plans to transform itself into a world-leading nut producer.

Establishing the Chinese Nuts Nutrition Research Center

Wu Jia, director of the career development and publicity at the Chinese Nutrition Society, gave a presentation on the nutritional value of nuts. Then Chinese Nutrition Society vice chairwoman Chang Cuiqing and Chacha chairman Chen Xianbao jointly inaugurated and announced the establishment of the Chinese Nuts Nutrition Research Center.

Collaborating with Focus Media to place the product front and center of mainstream consumers

At the conference, Focus Media chairman Jiang Nanchun and Chacha chairman Chen Xianbao signed a strategic cooperation agreement, whereby they will leverage Focus Media's powerful penetration into the market to elevate Chacha's tagline and logo into symbols instantly recognizable by consumers.

With the new strategy, Chacha, which has core technology for preserving the freshness and established a presence across the industry chain to ensure the quality of its products, is evolving from one of the world's leading producers of sunflower seeds to a world-leading producer of all kinds of nuts.

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