Rockit extends Wang Yibo partnership with major Mid-Autumn Festival campaign

Innovative New Zealand snacking company Rockit is celebrating Mid-Autumn Festival with a major integrated campaign featuring Global Brand Ambassador Wang Yibo, new gifting formats and consumer experiences across China.

The campaign introduces a new Mid-Autumn Festival television commercial and campaign imagery featuring Wang Yibo, supported by social media, digital, retail and out-of-home activations throughout the peak festival period.

Rockit General Manager Global Marketing, Julian Smith said Mid-Autumn Festival is an opportunity to build on the strong momentum generated through the brand’s partnership with Wang Yibo since its launch in May.

“Wave 1 generated more than 1.34 billion digital impressions, increased prompted brand awareness to 75% (+20 percentage points) and accelerated growth across both retail and eCommerce channels in China. Mid-Autumn Festival is an opportunity to extend that success through new gifting formats, exclusive content and consumer activations, while continuing to strengthen Rockit’s relevance during one of China’s most important gifting occasions,” said Julian.

A campaign highlight will be Rockit’s presence at the China GT racing event at the Shanghai International Circuit, bringing Rockit to life through product sampling, fan engagement and exclusive content. The activation provides a natural opportunity for Rockit to engage his fan community through a shared interest.

Building on strong consumer demand during Wave 1, Rockit has launched a range of Mid-Autumn Festival gift packs and fan-inspired collectables for the Chinese market, combining premium packaging with exclusive collectable elements designed to enhance the gifting experience.

Rockit Country Manager – Greater China, Cullen Zhang, said gifting continues to play an important role in consumer purchasing behaviour during Mid-Autumn Festival.

“Consumers are increasingly looking for gifts that feel personal, premium and relevant. This year, we’ve introduced a range of new gifting formats and collectable experiences, including three premium Rockitship designs and Mid-Autumn Festival themed gift packs, creating more ways for people to share Rockit™ apples and celebrate with family, friends and colleagues. By combining distinctive packaging with fun, collectable elements, we’re continuing to evolve the way consumers experience and share Rockit™ apples during Mid-Autumn Festival,” said Cullen.

The campaign starts on 4 September and will run throughout the Mid-Autumn Festival period, with activity spanning retail, eCommerce, digital and experiential channels across China.