Jing Chicken Pot
Branding & Marketing ━━━━━ 2024
Jing Chicken Pot – Originally from Shanghai’s exclusive secret recipe, the boss integrated local flavors into it, and created their signature chicken pot with a secret soup made from more than 10 kinds of herbs and spices.
Chicken pot combines the essence of Chongqing hot pot soup base and the cooking method of dry pot stir-frying. The sauce is rich, and the chicken is smooth and tender. The dish is uniquely spicy and deliciously aromatic. The taste of spices permeates into the chicken, leaving a lingering flavorsome aftertaste.
One Feast Group aimed to broaden its business by expanding into other food and beverage (F&B) categories, with a particular focus on launching a new product – Chicken Pot. While the team was enthusiastic about the potential of this new venture, they encountered significant challenges when it came to branding. They struggled to establish a strong and distinct brand identity that would resonate with their target audience.
Moreover, they felt uncertain and inexperienced in how to effectively promote the Chicken Pot brand in a crowded and competitive market. This lack of clarity and direction in both branding and marketing made it difficult for them to confidently move forward with the product’s launch and long-term growth strategy.
Recognizing the client’s limitations in branding and promotional strategy, Bizsquare identified an opportunity to provide end-to-end support. This began with building the brand identity from scratch, including the design of a professional logo and a complete marketing kit tailored to the product’s positioning.
Understanding the importance of visibility in the competitive F&B landscape, Bizsquare also took charge of the client’s social media management. By developing and executing monthly marketing campaigns, the team worked to steadily increase brand awareness, engage the target audience, and drive interest in the new product.
Upon implementing Bizsquare’s strategies, One Feast experienced a surge of customers at their Western food outlets and their newly introduced chicken pot outlet, resulting in higher sales. This success led to the recent opening of their second chicken pot outlet to meet the growing demand.
