Frozen food giant Sanquan charges Euro RSCG Shanghai as AOR

The Shenzhen-listed Sanquan Foods is the country's largest frozen food manufacturer, owning 27 per cent of the market share.

The news comes as Sanquan is preparing ambitious repositioning and branding plans for the China market. Euro RSCG is tasked with helping Sanquan reposition its brand in the mainland, as well as providing strategic brand management for its flagship product line Sanquan Champion.

"Sanquan has always strived to marry traditional Chinese cuisine with modern convenience and we are enthused about being able to partner with them during this exciting phase of new growth," said Edward Su, managing director at Euro RSCG Shanghai and Eastern China.

The win follows a string of recent successes for Euro RSCG in China, including winning Balabala in Shanghai, Dong E E Jiao and Vicutu in Beijing, in addition to digital wins for Kangshifu, HP and Kaku in recent weeks.

Euro RSCG also works with Chinese brands including retailer Suning, China Telecom and Kangshifu.

Commenting on the win, Greater China CEO Mason Lin said, "Sanquan is a big win, both financially and in brand reputation. Following the team's recent win of Balabala, this makes two very large consecutive wins in the past month. This sort of momentum speaks volumes of the team in place, and I'm proud of the leadership and passion they have shown."