Brief

Working with the Swiss Re team in Singapore, H/Advisors Cicero’s brief was to develop detailed insights into the food safety standards in 12 Asian markets to help provide content to fuel engagement with existing and prospective clients within the region. 

The campaign targeted food manufacturers, distributors, retailers and insurers. 

Strategy & Execution

In this 6-month campaign we undertook survey work among consumers across Asian markets to understand how important food safety was in driving consumer behaviour. This included Japan, Korea, Taiwan, Vietnam, Thailand, Philippines, Singapore and Indonesia. 

This was augmented with a detailed desk research exercise to provide detailed maps of food standards regulation and legal frameworks across the region. We also undertook in-depth interviews with market experts to produce a range of content in various formats to help fuel engagement across multiple channels including Swiss Re’s website and social, and PR and direct marketing to key prospects via client roundtables and email marketing campaigns.  

Result

We published a flagship report detailing food standards issues in each market including the legal framework and potential liability issues for food producers, manufacturers, distributors and retailers. We produced more detailed and targeted pieces of content for each sub-group within our overall audience. This included producing targeted direct marketing email campaigns. We also created content to be used within specific trade press across the region including senior spokespeople quotes and op-ed articles.  

The outputs also helped to generate client roundtables with Swiss Re and local regulators to help build Swiss Re’s brand as an important bridge between regulators, policymakers and regulated firms. This helped to reinforce engagement between Swiss Re and clients as well as opening conversations with client prospects.    The campaign generated over 100 pieces of trade media coverage throughout the region and created direct engagement (sales meetings) with over 60 B2B client and prospective client decision-makers (C-Suite, claims directors, heads of strategy).