Bel Group appoints GolinHarris as PR agency for China

SHANGHAI– Bel Group, a world leader in developing and manufacturing quality, branded cheeses enjoyed around the world, has named GolinHarris as its public relations partner in China for 2012, after a three-way pitch.

GolinHarris will provide retainer services to promote Bel Group’s Lezhiniu (乐芝牛) brand, known outside of China as The Laughing Cow, to increase the brand’s consumer awareness.

The appointment builds on GolinHarris’ strengths in the Food & Nutrition market, as seen with a client roster which includes Unilever, Brand’s, Lee Kum Kee, Metro Cash & Carry, and Zespri New Zealand Kiwifruit since 2004.

Lydie Laperal Rocha, Bel Group’s country manager for Greater China & Korea, says, “We are confident in GolinHarris’ capabilities in promoting food brands and are eager to take forward Lezhiniu to a wider market in China.”

“Cheese and dairy consumption continues to gain in popularity among the affluent middle class in China. We are delighted to become Bel Group’s partner to further strengthen its brand awareness in China,” said Sarah Chin, Food & Nutrition practice leader and VP & GM of GolinHarris in Shanghai.