Reid Fruits

Reid Fruits: Connecting a Heritage Brand Directly to Chinese Consumers

Summary

• 4M+ Consumer Engagements – Built brand equity through WeChat, Little Red Book, livestreams, and KOLs.

• Laava® QR Authentication – Enabled scannable, secure traceability for premium cherry shipments.

• 30K+ Social Followers – Established and grew digital brand presence across Little Red Book and WeChat.

• B2C Trust Enablement – Delivered real-time service and transparency to reinforce Reid’s premium positioning.

• Stronger Sales Activation – Real-time cherry listings and product storytelling enhanced visibility and purchase intent.

1. Brand Objectives

Reid Fruits is one of Australia’s oldest and largest cherry producers, with export distribution to 20+ countries. Despite over a decade of success in China through multiple distributors, the brand lacked a direct connection to end consumers and visibility across digital touchpoints. The opportunity: bridge the trust gap, protect brand integrity, and support distributors with better tools and brand content.

2. Digital Activation & Brand Infrastructure

We launched official brand assets across WeChat and Little Red Book (XHS), opening new lines of communication with consumers. Central to the experience was the development of a WeChat Mini App that showcased the Reid Fruits story, listed verified distributors, and served as the integration point for Laava® product authentication—a secure scannable QR technology that protects against grey market or counterfeit supply.

3. Social Engagement & Channel Integration

We activated targeted campaigns across WeChat, XHS, and key livestream partners—creating brand moments that linked product arrivals with consumer excitement. Over the course of 12 months, these efforts generated:

• Over 4 million engagements

• A rapidly growing follower base across platforms

• Direct, ongoing interactions with consumers to answer questions, build trust, and reinforce Reid’s positioning as a premium, safe, and traceable brand.

4. Consumer Connection & Real-Time Experience

For the first time, Reid Fruits could communicate in real time with end users in China—sharing cherry availability, educating on the brand’s heritage, and closing the loop between "harvest to home." The scannable product authentication not only secured the supply chain but became a storytelling touchpoint, turning packaging into a gateway to the brand experience.

Outcome

Reid Fruits shifted from a B2B-exporter to a digitally enabled, consumer-connected brand in China. With over 4 million touchpoints, 30,000+ social followers, and a fully integrated product authentication ecosystem, the brand now delivers both consumer trust and distributor support—at scale, in real time.

Note: The case studies presented on this website highlight projects led by Jonathan Cox, Stratforms and the China execution team over the past 25 years. They include both current and former client work, and in some cases, projects undertaken in partnership with other entities or collaborative teams. These case studies are shared strictly for historical and illustrative reference, and do not imply ongoing client relationships, endorsements, or current affiliations unless explicitly stated.