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SOCIAL, ACTIVATION, INFLUENCE, TRANSFORMATION AGENCY • SOCIAL, ACTIVATION, INFLUENCE, TRANSFORMATION AGENCY • SOCIAL, ACTIVATION, INFLUENCE, TRANSFORMATION AGENCY • SOCIAL, ACTIVATION, INFLUENCE, TRANSFORMATION AGENCY • SOCIAL, ACTIVATION, INFLUENCE, TRANSFORMATION AGENCY • SOCIAL, ACTIVATION, INFLUENCE, TRANSFORMATION AGENCY •
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Mrs Cheng's /  Mrs Cheng’s / BENJAMIN BOUHANA

Adapting a beloved food legacy for a new generation of nordic consumers.

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Fred & Farid Paris partners with GBFoods to bring Mrs Cheng’s legacy to life in Sweden and Finland. The campaign celebrates the brand’s origins, honoring its founder—a Chinese immigrant who introduced Asian cuisine to Scandinavia in the 1960s. In this adaptation, Mrs Cheng passes her culinary expertise to a young apprentice, ensuring her legacy endures. A manga-inspired aesthetic modernizes the storytelling, blending tradition with contemporary creativity. The campaign launches across TV, digital, and outdoor media, reinforcing Mrs Cheng’s cultural impact.

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