---
title: "Jiajia Food's 'Mr. Bean': How to Achieve Differentiated Marketing in the Soy Sauce Category?"
description: "The soy sauce category, whether in the eyes of FMCG professionals or the general consumer, is the most 'traditional' and 'ordinary' product. Traditional products, traditional packaging, traditional image, like the air in people's lives, remain unchanged. Even when changes occur, they are often just 'old wine in new bottles.' However, on the last day of 2017, Jiajia Food seized the final opportunity of the year to launch a 'new era' soy sauce product—Mr. Bean. From product quality to packaging to brand image, Jiajia has endowed the soy sauce category with a completely new differentiated style from head to toe."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2018-01-03"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/1vTe54Av78e1d09533gKtg"
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# Jiajia Food's 'Mr. Bean': How to Achieve Differentiated Marketing in the Soy Sauce Category?

> The soy sauce category, whether in the eyes of FMCG professionals or the general consumer, is the most 'traditional' and 'ordinary' product. Traditional products, traditional packaging, traditional image, like the air in people's lives, remain unchanged. Even when changes occur, they are often just 'old wine in new bottles.' However, on the last day of 2017, Jiajia Food seized the final opportunity of the year to launch a 'new era' soy sauce product—Mr. Bean. From product quality to packaging to brand image, Jiajia has endowed the soy sauce category with a completely new differentiated style from head to toe.

The soy sauce category, whether in the eyes of FMCG professionals or the general consumer, is the most 'traditional' and 'ordinary' product. Traditional products, traditional packaging, traditional image, like the air in people's lives, remain unchanged. Even when changes occur, they are often just 'old wine in new bottles.'
But on the last day of 2017, Jiajia Food seized the final opportunity of the year to launch a 'new era' soy sauce product—Mr. Bean. **From product quality to packaging to brand image, Jiajia has endowed the soy sauce category with a completely new differentiated style from head to toe.**
On December 31, 2017, at the Jiajia Food Science and Technology Industrial Park in Ningxiang City, Changsha, Hunan, Jiajia first released '**Mr. Bean and His Original Flavor Bistro**' and launched the customized version of 'Original Brew' soy sauce—Mr. Bean. Regarding this new product, Jiajia Food's marketing head revealed the background and mission behind its launch:
1. Strategic large single product under consumption upgrade
The head pointed out that with the upgrading of Chinese consumer demand, household consumption for quality soy sauce is becoming increasingly evident. This is a major consumption trend, and Mr. Bean was launched in this context. **Soy sauce, as the largest category in the condiment field, with improved 'quality-price' positioning at 10-15 yuan per bottle, can capture new demand under quality upgrades and satisfy consumers' pursuit of quality and premium soy sauce.**
This is an era of consumption upgrade, and it is the 'upgrade dividend' for Jiajia's Original Brew to pioneer the premium soy sauce market.
It is worth noting that Original Brew, as the core large single product of Jiajia's light soy sauce strategy, has made great efforts in product quality: **180-day fermentation, no added coloring, no preservatives, no genetically modified soybeans**. It proposes the new positioning of 'Good light soy sauce · Original Brew'.
2. Creative marketing under brand rejuvenation
Currently, the post-90s generation is approaching the age of 30. This group is either on the way to 'starting a family' or has already established one. In any case, they are gradually coming into contact with 'oil, salt, soy sauce, and vinegar.' This group, known as the 'original inhabitants' of the internet, has different consumption characteristics from other consumer groups. **In addition to good quality, fun and interest are also key factors.**
In this regard, Original Brew · Mr. Bean **maintains high quality while striving to make the brand younger and more interesting**, meeting the 'fun and interesting' needs of the new generation of consumers.
In addition to using the classic Original Brew bottle shape and the highly recognizable Original Brew logo, Jiajia has pioneered the introduction of the **'Mr. Bean' image** and **'Mr. Bean' quotes** and other elements, fully showcasing the life philosophy behind a bottle of soy sauce through creativity and text.
The creative prototype of 'Mr. Bean' comes from the raw material of soy sauce—soybeans—shaping it into a round, cute Q-version character. With witty 'Mr. Bean' quotes, it not only gives the product more vitality but also connects a bottle of soy sauce with consumers' 'taste of life.'
**'Mr. Bean' cleverly blends classic and innovation, redefining the new soy sauce category and achieving creative marketing.**
3. Product assurance under the background of a listed company
In addition to high quality and differentiation, as a daily necessity for consumers, corporate strength endorsement is also indispensable.
Jiajia Food Group is the first listed company in the domestic condiment industry (Jiajia Food [002650]) and a national key leading enterprise in agricultural industrialization. It mainly produces soy sauce, vegetable oil, chicken essence, vinegar, and other condiments for meals. After years of development, **Jiajia has successively developed nearly 1,200 general distributors across the country and formed a sales network radiating nationwide, centered on three major production bases in Changsha, Hunan; Xinzheng, Henan; and Langzhong, Sichuan.**
**In the minds of consumers, 'Jiajia' has become synonymous with quality and delicious life.**
At the launch event, 'Mr. Bean and His Original Flavor Bistro' attracted many condiment business people to stop and take photos. **'The new Original Brew is novel and creative. Good packaging, good quality, and good positioning will attract consumers to buy eagerly.' Mr. Jia Shuming, president of the Henan Condiment Alliance Chamber of Commerce, highly recognized it and immediately ordered 50,000 cases.**
In addition, many distributors gave thumbs up. **Mr. Ke, general manager of Hubei Shiyan Yizhu Trading Company, commented**, **'The Mr. Bean version of Original Brew has a fun tone, fashionable and innovative. It not only appeals to young people but also meets the expectations of the general public for a high-end soy sauce.'**
In addition to the gathering of major condiment distributors, **famous Hunan cuisine master Mr. Huang Huiming also attended the event and cooked a variety of delicious dishes for the guests using Original Brew and other products**. The condiment distributors were full of praise for the dishes.
Hunan cuisine master cooking on site
On-site tasting was very lively
New year, new starting point. Jiajia Food chose this period to launch a special customized new product, fully demonstrating its core philosophy of **'focusing on Original Brew'** and **adhering to the large single product strategy** in the future. It is understood that Jiajia Food is not only continuously exploring and innovating in outer packaging but also continuously improving internal quality, striving to make the product perfect.
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