Khong Guan (Biscuits)
Category: Traditional Food / Snack
01 — Problem
Perceived as “old-school” and disconnected from younger audiences who seek more emotion, aesthetic, and relatability online.
02 — Strategic Insight
Gen Z and millennials crave nostalgia — not just as a memory, but as a mood. Food from childhood brings comfort, identity, and connection. The iconic red tin isn’t old — it’s a cultural heirloom.
Campaign Idea: “Crumbs of Home”
Concept:
Reintroduce Khong Guan as more than just biscuits — it's a sensory trigger for memories. Through emotional reels, recreated childhood photos, and interactive Instagram tools, we turn the tin into a digital time capsule for every generation.
Visual Direction:
Warm, film-grain filters
Flat lays with biscuits, tea, and Polaroids
Mixed media aesthetic: reels + vintage fonts + handwritten overlays
Text lines like: “Before phones, we passed biscuits.” / “Memory served warm.”
Channels (Instagram-focused):
Reels Series: #CrumbsOfHome — users recreate a childhood tea-time memory with the tin
Carousel Posts: “What’s in your biscuit tin?” → reveal photo, note, broken piece, memories
Story Templates: “Who always got the last biscuit?” / “My biscuit nickname was...”
AR Filter: “Your biscuit era” (randomly reveals a biscuit type + memory type: ‘First crush,’ ‘Sibling fights’)
Influencer UGC: Creators bring back a childhood photo, now re-shot with the same tin and captioned: “Still my favorite snack.”
Limited Edition Drop: Tins with Polaroid slots inside + print-your-photo QR link
Instagram Story Ads: Featuring emotional snippets — grandma opening tin, sibling biscuit fight reenacted