THE TASK: To reinforce BreadTalk’s position as a global trend-setting lifestyle bakery via the launch of Generation4, its new brand concept.
A global launch event was held in Shanghai to showcase BreadTalk’s new offerings, and announce the Group’s expansion plans for the coming years.
As a Singapore brand with a worldwide footprint, key journalists who attended the event included China correspondents from The Straits Times, Lianhe Zaobao and Channel NewsAsia.
These top-tier media were given rare face-to-face interviews with BreadTalk Group’s spokespersons, which resulted in qualitative coverage in prime spots.
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