ASIA FRUIT AWARDS: HALL OF FAME
ASIA FRUIT LOGISTICA and Asiafruit Magazine present the Asia Fruit Awards. The premier annual awards celebrate excellence and recognise outstanding achievement across Asia’s fresh produce business.
The winners are announced at Asiafruit Congress and Asiafruit Business Forum.
- MARKETING CAMPAIGN OF THE YEAR: JOY WING MAU
- IMPORTER OF THE YEAR: SURI AGRO FRESH
- PRODUCE RETAILER OF THE YEAR: NTUC FAIRPRICE
- IMPACT AWARD: COSTA JV
2021- Marketing Campaign of the Year: JOY WING MAU
Joy Wing Mau won the Marketing Campaign of the Year Award for its Joyvio campaign as the official fruit supplier to the China National Women’s Volleyball Team. The China Women’s Volleyball Team are national icons for generations across China, and the Joyvio partnership ran a series of promotional activities throughout the team’s journey to the Tokyo Olympic Games.
Announcing the winner, Asiafruit editor John Hey said the campaign was recognised for the creative ways in which it drew similarities between Joyvio’s premium fruit brands and the characteristics of the national volleyball team. This included the production of a series of short films shared on social media platforms.
The campaign was also singled out for its well-targeted approach. Partnering with this iconic national women’s team ensured the campaign appealed to female consumers, who represent the primary fruit purchasers in China.
Joy Wing Mau secured enormous brand profile for Joyvio through the partnership, propelled by the team’s celebrity status. Digital content, which is signposted with the campaign’s dedicated hashtag, has been viewed well over 100m times on social media platforms.
Receiving the award, Echo Yuan, Joy Wing Mau’s product director of the strategic brand and category business department, said: “This award is not only a recognition of our efforts with Joyvio, but also an acknowledgement for building a domestic Chinese fruit brand.”