As the New Year approaches, Tai Kang Foods — a revered brand on the famous Nanjing Road in Shanghai — has partnered up with popular mobile game Cookie Run: Kingdom to introduce a series of special products and promotions.

The campaign features an innovative digital "rescue map" event that includes characters from Cookie Run. Participants are directed to on-site stores, such as Dao Xiang Cun and Zhen Laodafang — both owned by Tai Kang Foods — to complete various challenges.

Social media also plays a crucial role in the campaign, encouraging users to share their experiences using branded hashtags.

The strategy is said to be succeeding in really raising Tai Kang Foods' profile with young folks and families, effectively tapping into the game's fan base for enhanced brand recognition.

In addition to interactive activities, Tai Kang Foods is offering various discounts and bundles. For instance, a 550-yuan coupon ($75.35) provides 800 yuan worth of goods, along with additional cashback offers. Similar promotions are available at Dao Xiang Cun's Bund store, where purchases come with discount coupons and a chance to win prizes through a lucky draw.

The highlight of the campaign is the introduction of a new product: Malt Milk Eight-treasure Rice. Malt Milk is primarily made from malt and dairy products; it was first invented in Switzerland in the early 20th century and gained immense popularity in Shanghai.

This innovative dish combines nostalgic malt milk flavors with traditional red bean eight-treasure rice, offering both visual appeal and culinary delight. The product has already garnered great attention, becoming a standout feature of the event.

Sources: Official WeChat account of the publicity department of the CPC Huangpu district committee at "shhuangpu", VCG