BEIJING - Hong Kong-listed Huiyuan Group has selected Optimedia Beijing, Leo Burnett and Genedigi for media planning, creative and PR duties respectively.

The three agencies will be responsible for integrated communications to boost the international brand image for key sub-brands Huiyuan Juice 100% and GuoXianMei.

Huiyuan Group previously used a number of agencies on a project basis, but is now seeking longer term partnerships with 4As agencies to nurture a stronger brand image outside China, and in particular Southeast Asia.

Huiyan competes predominantly with Wei Chun, a 100 per cent juice brand from the Taiwanese FMCG giant Master Kong.

The new agency teams have already created a new TVC for the brand which will run until Chinese New Year in late January. The initiative highlights the benefits of Huiyuan products for pregnant mothers and children.

Optimedia, one of the two major sub-brands of ZenithOptimedia, is also responsible for Mengniu in the beverage category.

China Huiyuan Juice Group Limited was established in 1992 and is the largest privately-owned juice producer in China. Coca-Cola launched an unsuccesful bid to acquire the company in 2008.