Mission Foods

The brand

Mission Foods makes authentic Mexican products, built on fresh ingredients and simple recipes. In China, the brand extends beyond tortillas with a range of corn chips that captures Mexican flavour and crunch, working for casual snacking and for entertaining guests.

The challenge

Our assignment involved leading social media campaigns and maintaining continuous content for Mission Foods on WeChat, Weibo and RED, all in support of introducing the corn chips range to the Chinese marketplace.

Our approach

To engage Gen Z in China with the corn chips launch, we centered the strategy on snacking moments that resonate with local food preferences and tastes. Content highlighted the uniqueness and versatility of corn chips as a snack, appealing to Gen Z’s appetite for innovative and flavorful food experiences. That included integrating corn chips into traditional Chinese snacks and meals in a way that felt both authentic and respectful of local culinary traditions. On WeChat, Weibo and RED, we worked with influencers and built interactive campaigns that encouraged sharing and participation, keeping messaging aligned with Gen Z values and lifestyle.

Results

The strategy delivered notable success, particularly with the Halloween campaign, driving follower growth and higher engagement across WeChat, Weibo and RED. A consistent mix of news, recipes and deals kept the brand visible and growing, marking a strong presence in the Chinese snacking market.