Oriental food manufacturer Blue Dragon is launching an advertising campaign to raise brand awareness in an attempt to challenge Sharwood’s dominance of the market. The £4m television campaign will kick into action for the peak trading time of the Chinese New Year and will be aired nationally from January 21.
The animated campaign will reflect the brand’s Eastern origins and will feature a young woman having to live up to the expectations of a fiery mother-in-law. The Blue Dragon will feature as the hero, providing recipe solutions to warm the heart of the mother-in-law. The campaign has been created by Mortimer Whittaker O’Sullivan. Blue Dragon is owned by G Costa, which also owns the Tabasco brand.