During the pandemic, BRAND’S launched its new Essence of Chicken product amid a highly competitive market filled with similar offerings. To overcome challenges in brand differentiation and consumer confidence, we adopted a two-pronged strategy focusing on in-depth communication and broad awareness amplification. The campaign unfolded in three phases: (1) an intimate media luncheon to convey brand messages while adhering to health guidelines; (2) a high-profile press conference featuring the brand ambassador, attracting nearly 100 journalists and generating close to 200 media coverages; and (3) a large-scale influencer and micro-KOL collaboration that sustained online engagement. By the end of the year, the product ranked as the No. 2 chicken essence brand in consumer preference surveys.