Amoy were interested in content that underlined authenticity and provided mid-week meal solutions within the recipes. In addition, they were keen on improving the awareness of their brand within the retail world and promoting the Moon Festival (Chinese holiday focused on the family).

Denham delivered a 10 x 60’ series that understood these objectives . All the recipes from the series appeared on the Amoy sponsored Rhodes Across China microsite on UKTVFood.co.uk.

We also struck up a relationship with Asda, via our partnership agency Mediator, where we arranged for woks containing a recipe card and Amoy products to go on sale in 257 stores nationwide (which will be repeated for Chinese New Year in Feb).

Gary's involvement in the project was also a big bonus on the press front and he put in appearances at The Taste festival at the Amoy sponsored stand and we had clips from the series with Amoy branding playing on plasma screens.

We are scheduling a special weekend of Chinese programming (including this series) to be played around the Moon festival in September, with links to promote this festival. The series has just launched on Good Food Channel and achieved a 40% uplift on slot average. We are currently discussing next project ideas with Amoy.