Unilever Food Solutions is the leading culinary and commercial inspiration for restaurants. Despite China's swift economic recovery, young diners spend at restaurants was down by 17%.

REMEDY RECIPES - a secret collection of recipes cooked with mood-enhancing ingredients and condiments, made to transform your outlook when tasted! To have a taste of Remedy Recipes, young diners had to go to restaurants and try it for themselves.

To help restaurants attract back young diners, we needed to understand our target audience better and deployed emotion recognition algorithms on social platforms and identified many negative moods - ranging from insecurity, overwhelmed, out of luck and uninspired.

With this discovery of emotions, we pivoted Unilever Food Solutions from B2B to B2C2B and came up with a creative campaign to encourage young diners to come out and eat at restaurants.

Created HYPE by introducing Remedy Recipes through branded films and KOLs, without revealing recipes. Young diners tried to search online for recipes but could not find it, and started making guesses about the ingredients.

Built SUSPENSE by making young diners download digital coupons to have a taste at selected restaurants. By doing so, we created a sense of limited edition tastes that got people even more curious.

UNVEILED Remedy Recipes with 60 KOLs tasting for the first time and sharing their experience on social platforms. Based on their sharing, young diners got even more excited and rushed over to taste Remedy Recipes.

Created DEMAND from young diners and CONVINCED more restaurants to include Remedy Recipes. Chefs and restaurant owners saw Remedy Recipes becoming a social topic, and asked Unilever Food Solutions for the recipes. Some even recreating their own versions!

B2C

- More than 59 million media impression

- 200 million views times on Weibo within 10 days of launch (+193% YOY)

- 19 million brand video views

- More than 255,000 downloaded coupons within 6 days

B2B

- More than 24,000 restaurants served REMDEY RECIPES

- 2.7x improvement in sales conversion compared to normal leads

- 460% increase in UFS's sales, outpacing market growth 6.8x

- Market penetration improved 118% vs our target of +45%