A flagship pop-up store of Latvian ice cream Ekselence brand was opened on August 28 this year, in Shanghai, in New World Dai Maru shopping mall. This event was supported by Shanghai government and by Bright Food (Group), the biggest Chinese food holding. Flagship store concept developed by Mildberry has become the first stage of the large scale project on the China market for Food Union company, one of the leading food producer in the Baltics.
Food Union is a unique client for Mildberry. Taking part in the development of the company’s brands, the agency is also involved in the development and implementation of local and global marketing strategies of Food Union. Now Mildberry has followed the company to explore a new, competitive and complicated market of China. And Ekselence is just a beginning of the ambitious project both for Food Union and Mildberry.
Mildberry is building up a full service and multi-purpose team in Shanghai, and besides essential branding services will be developing its new competences. The broadened range of services will help agency in developing integrated marketing projects with due regard for the specifics of China market.