The MarketWith its iconic Danish Royal Family’s seal of approval, Kjeldsen’s elegantly iconic royal blue packaging, per-fect golden cookies and rich buttery flavor is loved by all.

Kjeldsens is highly valued in major Chinese cities. This is especially true during festive gift seasons when nothing is seen as showing one’s love, affection and respect for one’s elders, colleagues and friends more vividly. As l iv ing standards have in-creased across the whole of China, demand for snacks such as cookies has experienced phenomenal expansion. Leveraging its top quality branding, products and market knowl-edge, Kjeldsens has fine-tuned its marketing strategy, expanded its market and entered the middle to up-scale daily food category. In doing so, the brand has pioneered a wider variety of flavors and packaging to satisfy the appetites and win the hearts of con-sumers at every level.

AchievementsIn 2009, Kjeldsens was awarded a “By Appointment To The Royal Danish Court” Certificate.In 2009, Kjeldsens became the only butter cookie maker to be named as Official Purveyor to the Royal Danish Court by the Queen of Denmark, Margrethe II, for a sixth consecutive year. There is no more eloquent testimony to product quality than such a seal of approval! Obtaining Queen Margrethe II’s personal certification required numerous evaluations and quality tests by the Royal Steward. The brand’s resultant “One and The Only One” status further

supports the supremacy of its positioning. Ultimate-ly, only a handful of brands are entitled to include Denmark’s coveted golden crown badge on their packaging. Such an accolade not only distinguishes these brands but also safeguards their consumers from buying ‘me-too’ foreign competitors or inferior counterfeit products.

Tiger Roar Award2014: Silver Award (Business Service and In-dustrial Product)2013: Bronze Award (Social Media)In 2014, the “Tiger Roar Award China” (or the “China Jing Dian Chuan Bo Tiger Roar Award”) attracted more than 600 entries from different brands within a broad spec-trum of industries. The award is organized by leading independent professionals who assess entries to the strictest judging criteria. As a result, it is widely regarded as one of the most authoritative of all professional commu-

nications awards. Ultimately, Kjeldsens’ winning of this honor not only recognized the success of its social marketing strategies against competitors but also demonstrated its effectiveness in innovating such strategies within a tight rationale.

Golden Mouse Award2014: Silver Award (e-Commerce / Social Marketing)2013: Silver Award (Weibo Marketing Case Silver)The Golden Mouse Award for e-Commerce and So-cial Marketing were established in 2009 and are now enthusiastically embraced by over 100 advertising agencies and media from China, Taiwan and Korea. Winning this award, once again confirms the Kjelds-ens’ brand’s success across various aspects of social marketing.

HistoryKjeldsens’ story began in 1933 in a small Danish village in Jutland. It was here that a man named

Marinus Kjeldsen fell in love with a baker’s daughter called Anna whose delicious cookies were loved far and wide. Soon, Marinus began distributing his wife’s cookies all over Denmark and eventually the world! Today, Kjeldsens continues to use Anna’s original rec-ipe and maintains her insistence that only traditional baking techniques using the finest quality butter and natural ingredients be used in her cookies’ produc-tion. To this day, the Kjeldsens brand adheres to three basic principles “Based in Denmark, Manufactured in Denmark and Exported from Denmark” in creat-ing delicious cookies that comply with the toughest quality control measures.

In the 1980s, Kjeldsens entered China and began developing apace with the country’s high-achieving economy. From a few initial outlets, the brand’s busi-ness has flourished and today boasts an extensive distribution network that brings delicious Danish cookies to some 50 major mainland cities. As a re-nowned international brand that is well perceived in China, Kjeldsens has also created a wealth of positive values and achieved genuinely extraordinary sales re-sults. The ideal gift for any festive occasion, Kjeldsens butter cookies do not simply mimic Western ideas of gift giving, they are infused with the timelessly tradi-tional Chinese values of filial piety, respect and love.

The ProductsButter cookies are probably the best loved of the many varieties of products Kjeldsens has perfected. Made to a recipe dating back to 1933, each freshly baked cookie is rich with fresh butter and other top quality ingredients. Baking techniques are rigorous and involve no fewer than five different furnace temperatures and humidity settings. Such painstaking attention to detail ensures that all cookies are baked

Kjeldsens Butter Cookies (Kjeldsens) imports its freshly made cookies direct from Denmark and is renowned worldwide for its products’ appetizing golden appearance, melt-in-the-mouth taste and incredibly crisp texture. The selection of all ingredients and the techniques used in the baking of Kjeldsens’ cookies are carried out to meticulously high standards. In 2009, Kjeldsens received the honor of being appointed a Purveyor to the Royal Danish Court by the Queen of Denmark for six consecutive years. Such an accolade underlines the brand’s status as a leader across China and around the world.

SUPERBRANDS 中国 2015

to perfection with a golden color, crisp texture and tempting buttery fragrance. Just one taste tells first-time consumers all they need to know!

Apart from Butter Cookies, Kjeldsens’ brand fam-ily also includes Choco Duo, Macadamia Nut with Choco chips, Pistachio Nut with Choco chips, Ha-zelnut with Choco chips, Oat & Cranberry, Oat & Blueberry and Ceylon Tea.

To maximize its market coverage, Kjeldsens has de-veloped several variants for different price points. Given the brand’s mission of providing high quality cookies for all, these new products have been divid-ed into different classes and usage levels: Premium gift sets, normal gift sets and everyday packs, etc.

Recent DevelopmentsTo cope with China’s insatiable appetite for its cookies, Kjeldsens has regular ly added new cit-ies to its China wide sales network. In addition to strengthening its in-store presence and launching different tactical campaigns aimed at boosting retail sales, Kjeldsens has also launched official Weibo and Wechat accounts. The ultimate aim of both of these 2012 launches was to achieve deeper and more direct conversations with consumers. The following year, Kjeldsens took yet another revolutionary step by opening an official T-mall flagship store. Such hard work means Kjeldsens continues to enjoy an unshak-able bond with its growing army of fans.

Kjeldsens’ phenomenal success has also seen the cre-ation of several copy-cat types of cookie. To protect consumers against being cheated, Kjeldsens has used a variety of different channels to educate people how to identify real Danish Butter Cookies. In sharing its expertise with consumers, Kjeldsens is doing all it can to help everyone enjoy the unique high-quality of true butter cookies.

PromotionThroughout its history, Kjeldsens has worked hard to establish a distinctive brand image across mediums such as television commercials, bus & metro train body wraps, metro station platform posters and oth-er promotional activities. To enhance its already high

tionships with staff, customers and partners.

RespectfulKjeldsens takes great pride in its heritage and tradi-tions. The brand history is highly valued and crafts-manship remains a major asset in building the Kelsen Group. Open mindedKjeldsens “talks the talk and walks the walk” and takes a passionate interest in the world. Through proactive dialog, Kjeldsens does its utmost to contribute to consumers’ lives and so helps improve the company and society as a whole.

Things you did not know about Kjeldsens

levels of brand awareness, Kjeldsens also leverages special displays and “shop in shop” retail units. The end result is consistently high levels of consumer loy-alty.To stay ahead of the explosion of internet usage and e-commerce platforms, Kjeldsens is an enthusiastic advocate of social marketing-based awareness build-ing. In doing so, the brand regularly pioneers engaging integrated campaigns and spreads its brand message via the web.

When Kjeldsens celebrated its 80th anniversary in 2013, the brand leveraged the occasion as its key communications tool. In educating consumers how to appreciate the finest Danish butter cookies, Kjeld-sens emphasized the core brand values on which it had built its business – made in Denmark, appointed by the Danish Royal Court, great taste and high qual-ity. Such reassurance helped transform many casual consumers into passionate Kjeldsens loyalists! With the launch of the official T-Mall flagship store, fans from many different social media platforms have be-come physical consumers of the brand.

As a globally renowned brand, Kjeldsens understands the importance of interacting with consumers. In bringing alive key messages, the Danish royalty-ap-proved brand does everything possible to increase awareness of Denmark’s multi-dimensional culture. To this end, Kjeldsens has been sponsoring famous Danish badminton players since 2013 and also regu-larly organizes skills sharing events. In 2014, Kjelds ens also participated in the Consulate General of the Kingdom of Denmark’s Beijing Open Day and also took part in a “Happy Denmark, Hello Guangzhou” event in Guangzhou in January and September of same year. Kjeldsens is proud and privileged to be able to play such a significant role in sharing Danish Culture with the world.

Brand ValuesGolden Moment Partnership: “A Kelsen cookie for every Golden Moment”; life is full of Golden Moments – be the colleagues sharing a cookie or two during a coffee break or someone celebrating a birthday, Christmas or New Year with their family and friends. Kjeldsens’ goal is to develop partnerships with customers worldwide by helping them to savor such Golden Moments. Kjeldsens’ “Golden Moment Partnership” is ultimately based its following corpo-rate values:

AmbitiousKjeldsens sets high standards and remain committed to delivering great results. Kjeldsens sets goals that are challenging yet realistic. Empowered by courage and drive, the brand constantly strives for excellence.

CooperativeKjeldsens cares about others! In the Kelsen Group, fair play is important. Kjeldsens understands the rules of the game and works hard to build trusting rela-

An essential requirement for being certified by the Danish Royal Family is that your products must be consumed by members of the Danish Royal Court for at least 10 to 15 years. Far from easy to attain, such recognition validates Kjeld-sens’ cookies’ supreme quality and brand posi-tioning.

The Kelsen Group remains Denmark’s largest and finest butter cookie producer. All Kjelds-ens’ products are manufactured in Denmark in strict compliance to widely accepted food safety and hygiene standards before being ex-ported to Asia.

Kjeldsens believes that every decision it makes and actions it takes impacts society. As a result, the brand continually makes generous charitable donations and supports a wide range of deserv-ing causes that spread the message of love and compassion for all.

In August 2013, the Kelsen Group was proud to join The Campbell Soup family. This leap underlines Kjeldsen’s commitment to achieving breakthrough product developments and mar-ket expansion.

SUPERBRANDS CHINA 2015