F5 Shanghai wins multi-agency pitch for Luzhou Laojiao’s branding and creative business

Luzhou Laojiao, one of China’s oldest and top-selling baijiu brands, has appointed F5 Shanghai as its creative agency following a pitch held on May 2021.

Six different agencies competed for the account, with F5 coming out as the agency that will spearhead its creative and integrated marketing communication services.

Luzhou Laojiao, known as “the the earliest ancestor of strong-flavor, the master of wine,” originated from Luzhou, Sichuan Province — also known as China’s wine city. As an established liquor company in China, the brand has been actively embracing market changes and exploring innovations while staying true to its artisanal skills. The brand has been actively seeking innovations and breakthroughs in products and marketing methods.

The decision was made after seeing F5’s unique and innovative creative proposal, along with its deep understanding of the brand’s target consumers, and complemented by precise strategy and technical support. The agency is committed to continuing the essence of the brand while injecting new elements and energy into it.

Adams Fan (pictured), Chief Creative Officer at F5, said: “Liquor is an important consumptive category. Luzhou Laojiao is a leader in the Chinese liquor industry. We are very proud to have been able to obtain this business. F5 has both the confidence and ability to make the flagship products of Luzhou Laojiao even more accepted and loved by more consumers.”

The campaign will officially launch in China during Mid-Autumn festival 2021.