Case Study · FMCG · CNY 2025 · Singapore
Kewpie CNY 2025 Campaign
Kewpie CNY 2025 Campaign was a brand campaigns campaign for Kewpie in Singapore. YIJIEN coordinated the strategy and execution across Out-of-home, retail and campaign creative. The published results include 1 Campaign Key Visual; OOH Bus Wrap Advertising; 360° Multi-Touchpoint Rollout. This page documents the campaign context, approach, deliverables and outcome signals available in YIJIEN’s original case-study record.
- Brand
- Kewpie
- Industry
- FMCG · CNY 2025 · Singapore
- Location
- Singapore
- Campaign type
- Brand Campaigns
- Platforms
- Out-of-home, retail and campaign creative
Background
Campaign background
Kewpie CNY 2025 Campaign was a FMCG · CNY 2025 · Singapore campaign for Kewpie in Singapore. The documented campaign used brand campaigns across Out-of-home, retail and campaign creative. 相伴，暖心满满 — a Chinese New Year identity built around family reunion and togetherness. We developed Kewpie Singapore's integrated festive campaign: key visual, bus wrap advertising, illustrations and retail assets. One consistent visual system across every touchpoint.
This dedicated page expands the structured facts already published in YIJIEN’s case-study collection. It separates the campaign context, challenge, approach, delivery and results so brand teams can evaluate work relevant to FMCG · CNY 2025 · Singapore and Brand Campaigns.
Challenge
What the campaign needed to address
相伴，暖心满满 — a Chinese New Year identity built around family reunion and togetherness.
The practical requirement was to translate that context into a coordinated brand campaigns programme for Singapore, while keeping the work suitable for Out-of-home, retail and campaign creative and measurable through the available campaign indicators.
Strategy
The strategic approach
We developed Kewpie Singapore's integrated festive campaign: key visual, bus wrap advertising, illustrations and retail assets.
YIJIEN connected the brand, audience, channel roles and delivery requirements under a brand campaigns approach. The strategy used the documented campaign context and ensured each execution element contributed to the same market-facing objective.
Execution
How the campaign was delivered
One consistent visual system across every touchpoint.
Execution was coordinated across Out-of-home, retail and campaign creative. YIJIEN managed the relevant campaign workflow, delivery dependencies and results reporting reflected in the original published record.
Deliverables
Campaign scope and deliverables
- Brand Campaigns strategy and campaign planning
- Out-of-home, retail and campaign creative coordination
- Experience, event or retail activation execution
- Campaign management and delivery
- Measurement and results reporting
Results
Documented campaign results
Results are reproduced from the existing YIJIEN case-study record and are not presented as guarantees for future campaigns.
Campaign Key Visual
Bus Wrap Advertising
Multi-Touchpoint Rollout
Industry and market
Where this work fits
Brand
Kewpie
Industry
FMCG · CNY 2025 · Singapore
Location
Singapore
Platforms
Out-of-home, retail and campaign creative
Related services
Explore the campaign capabilities
FAQ
Questions about this case study
What was the background to the Kewpie CNY 2025 Campaign?
Kewpie CNY 2025 Campaign was a FMCG · CNY 2025 · Singapore campaign for Kewpie in Singapore. The documented campaign used brand campaigns across Out-of-home, retail and campaign creative. 相伴，暖心满满 — a Chinese New Year identity built around family reunion and togetherness. We developed Kewpie Singapore's integrated festive campaign: key visual, bus wrap advertising, illustrations and retail assets. One consistent visual system across every touchpoint.
What challenge did the Kewpie campaign address?
相伴，暖心满满 — a Chinese New Year identity built around family reunion and togetherness.
What strategy did YIJIEN use?
We developed Kewpie Singapore's integrated festive campaign: key visual, bus wrap advertising, illustrations and retail assets. The campaign was structured as brand campaigns for the documented audience and market context.
What did YIJIEN deliver?
Brand Campaigns strategy and campaign planning, Out-of-home, retail and campaign creative coordination, Experience, event or retail activation execution, Campaign management and delivery, Measurement and results reporting.
What results were documented?
1 Campaign Key Visual; OOH Bus Wrap Advertising; 360° Multi-Touchpoint Rollout.
Related work
More relevant case studies
References
Source references
- YIJIEN Marketing case-study collection: Kewpie CNY 2025 Campaign — original campaign summary, facts, platforms and KPIs.
- YIJIEN Brand Campaigns service — related service scope and delivery framework.
- YIJIEN Strategy Team profile — authorship and review methodology.
Build your campaign