Ogilvy China appointed by Tongwei Group to launch new pet food brand

Shanghai, China – Advertising agency Ogilvy in China has been tapped by agricultural product production business Tongwei Group for the launch of its newest pet food brand Pjoy. Through the agency appointment, Tongwei Group aims to expand its brand portfolio to tap into business opportunities presented by the fast-growing domestic pet food segment.

Ogilvy China will be responsible for crafting the new brand and charting a business roadmap that would support sustainable growth, leveraging robust market analysis and consumer research to define a scalable business segment, identify the new brand’s target audience, and develop new product concepts, product mix, brand positioning, naming and personality. 

In addition, Tongwei Group’s strategic recommendations are then translated into the real-world by Ogilvy’s advertising, experience and public relations teams, who spearheaded and executed the new brand’s visual identity, packaging design as well as e-commerce content and communications strategy.

Sandy Ng, president at Ogilvy Consulting in China, said, “Pjoy is a true testament of how Ogilvy’s offerings across capabilities can work seamlessly together to help support our clients and give birth to a new brand starting from market opportunity analysis all the way to the brand communications execution. We look forward to establishing Pjoy as the go-to choice of premium pet food in China.”

Pjoy’s product line currently includes 16 different types of cat and dog food that can be mixed and matched to suit the animal’s preferences and diet needs. All products are free of additives, artificial colorings, preservatives, and cooked through 3 different methods to ensure high-nutritional value. 

Furthermore, Ogilvy Shanghai supported the brand launch just ahead of this year’s Singles’ Day festival, delivering an integrated communications strategy and amplifying brand awareness KOLs and KOCs on key Chinese social media platforms.