Kraft Heinz targets Chinese millennials with a new biscuit brand

Kraft Heinz has introduced its first biscuit brand Jif Jaf in China, in partnership with Alibaba’s e-commerce platform T-Mall.
The campaign headlined as ‘discover deliciously different’ is conceptualised by Jones Knowles Ritchie (JKR) Singapore and will be launched with its own T-Mall flagship store.
Kraft Jif Jaf which translates in Mandarin as 'interesting clan' is aimed at younger shoppers and will be supported by an integrated marketing campaign, including vi