Case Study: Mr Chen’s Dumplings achieves stronger brand growth with Spinach

Mr Chen’s Dumplings grows awareness 6% with Spinach

Spinach Advertising helped Mr Chen’s Dumplings grow its brand during a period of economic pressure that was causing decline in the category. The challenge was to build stronger emotional connections with customers through consistent storytelling.

The solution was the 'Make it dumpling day' brand platform, which launched in mid-2023. Spinach created bespoke creative executions for each day of the week and deployed them across YouTube, BVOD, out-of-home, and in-store promotions. As a result, over the 12 months to August 2024, Mr Chen’s awareness grew by 6% to 45%, consideration increased by 4% to 34%, and brand preference saw a 2% lift.

Mr Chen’s Dumplings