SUMMARY
It is well known that HOTPOT is the favorite of young people in China. However, the 20-year-old traditional hotpot restaurant- Little Sheep is no longer appealing to them. To cope with the losing momentum, Little Sheep gave a Socialization Identity to hotpot by fitting itself into the trendy social forms of young people nowadays, thereby launching the new brand implication, a branding campaign- #MEATS READY, MATES READY#.
We created a branding video with self-answered questions which directly revolves our branding target, telling a story of a French gourmet to have in Inner Mongolia feasted his guests from all over the world by serving Little Sheep Hotpots. This campaign brought Little Sheep back to the eyes of young people, successfully revitalized the brand image and activated the popularity among the public towards it, making it a better choice for old friends’ reunion and work mates’ gathering.
