UK Government: reframing British food & drink in China
British food and drink had low visibility and weak perception in China.
The challenge was not just to build awareness, but to shift perception and drive purchase intent — addressing misconceptions around quality, taste and relevance.
Hylink developed an integrated campaign designed to move audiences from perception to action:
▪ Reframe perception — highlight quality, taste and provenance
▪ Drive conversion — incentivise trial through campaign-led promotions
▪ Track performance — measure impact through data and unique codes
A multi-brand campaign bringing together 26 UK food and drink brands under one unified narrative.
▪ Positioned British products as premium yet accessible
▪ Integrated promotional mechanics to encourage immediate purchase
▪ Implemented tracking systems to measure both sales and perception shift
6.5M impressions | 111K interactions
RMB 2M+ in sales
+23% increase in brand awareness (vs. previous month)
What it means
This campaign shows how perception shift can drive measurable performance.
● Changing how a category is viewed
● Converting awareness into sales
● Building a stronger foundation for long-term growth
A clear example of how strategic storytelling and data-led execution can reshape category perception in a new market.
