Little Freddie in China
Little Freddie is a fast growing brand on complementary baby food in China, it was a start up company from UK focusing on organic and no unnecessarily addictive. In short 6 years, Little Freddie became extremely popular among high end consumers and now a market leader.
The co-founder, Taslim Ho concluded Little Freddie’s successful in China market to be the result of authentic and transparent communication with customers, on multiple social media platform about the strict sourcing of ingredients worldwide.
As its slogen “nothing but the best”, the whole family has the best story to tell. The founder Piers Buck is a former British banker with 16 years of experience in investment banking. His wife, the co-founder Taslim Ho is from Hong Kong, fluent in Mandarin, also used to work in banking. Their company is named after their son Freddie, as its original idea is to make tasty and safe organic complementary food for him when the existing products on market cannot satisfy the parents’ high standard. The whole family is closely engaged in its content marketing strategy. Grandfather Tony Buck is the chief food safety officer. He has more than 40 years of experience as a multinational food company executive. He is the guardian of Little Freddie’s product quality. When working for Nabisco Tony Buck was sent to Germany, France, Italy and other 8 countries to manage branches. He is very familiar with the EU's farm source, food production and sales and other complete industrial chains. Father Pierce Buck is the chief taste officer. He spent two years visiting hundreds of EU organic certified farms and carefully selected the highest quality raw materials. His son Freddie is the chief tasting officer, and many products have to go through his trials. Mother "Mipi Mom" (Taslim Ho) is the chief baby officer and the recorder and communicator of Little Freddie. She knows best what moms and babies need and actively communicate with fans and and followers through Blogs and WeChat herself at the very beginning phase of Little Freddie’s launch in China.
Skyrocketed in 6 years development, never invest in traditional media advertisement or rely on sole distributor.
Content marketing throughout its development, focusing on authentic and transparent. To be precise, the strict selecting of ingredients are often shared through live streaming, or short-video on Weibo, Wechat and other mainstream social media. From Blog to live streaming, Little Freddie’s purpose was simple, marketing to where the customers are intensity located.
WOFE registration in Shenzhen
Products launched in HongKong
Flaship store in Tmall, sales ￥500,000 on "11.11"without any traditional advertisement inverstment.
2015 to 2017
Engaged in social media marketing using platforms like Weibo and Wechat, cooperating with different KOLs and celebrities.
Launched offine on shelf of high end market, eg. Sam's club, Ole; Tiktok (Douyin),Kuaishou, the Little Red Book and Taobao live streaming Global sales: ￥149.25m
Global sales ￥450.32m
Monthly sales of 251.000 pieces of products, online sales ranked frist before Caber 251000 piece/month * ￥12/piece * 12 months = ￥36M