Mindshare tipped to retain Nestlé China media business; ZenithOptimeda scoops Hong Kong account

It has yet to be decided who will handle the Taiwan business. The pitch for Greater China is the first for a prolonged period. Currently, Mindshare handles the media business in China and Hong Kong, while ZenithOptimedia handles the Taiwan market.

Nescafé, Coffee-mate, Del Monte, Nestlé Ice-cream and KitKat are some of the better-known brands that are part of Nestlé, although different markets in Greater China have other Nestlé products that are more well-received, a source close to the client said.

On 6 June, Nestlé held a groundbreaking ceremony for the Dairy Farming Institute, which will support the sustainable development and the accelerated modernisation of the dairy industry in China. The global FMCG giant has committed to transform Shuangcheng, one of its largest fresh milk supply bases in China, into the country's benchmark for dairy farming and management best practices.

In May, Nestlé Ice Cream and Social@Ogilvy, launched a fun digital campaign to promote the BenNaNa Ice Cream launch in China. The ice cream is an unusual peelable, banana-shaped ice cream stick that is eaten just like a real banana.

The playful two-part campaign consists of a microsite based on the kid-friendly theme of a magical island conceptualised and created by OgilvyOne. The second part is a corporate Sina Weibo account with funny videos and close to three million users sharing posts or uploading their own BenNaNa pictures.