How did the pandemic pivot Huff and Puff to the gifting business?

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The Pandemic Provided an Opportunity for Huff and Puff to Pivot to the Gifting Business

Amidst the uncertainties of the Covid-19 pandemic, Huff and Puff, an established events and marketing company with two decades of experience, successfully transitioned into the gifting sector. This strategic shift was driven by a vision to create curated food gift sets, leveraging their existing expertise in marketing and product presentation. The company launched its dedicated gifting brand, UNBOX by Huff and Puff, in August 2020, initially featuring mooncakes for the Mid-Autumn festival.
Transitioning Amidst Uncertainty

Huff and Puff's core business, centred around events, experienced a significant pause due to the pandemic. General Manager Cecilia Chong acknowledged the inherent challenges of launching a new venture during such an uncertain period. However, she viewed this downtime as a crucial opportunity to pursue their long-held ambition of entering the gifting market, a move they believed would align with their core philosophy of delivering creative, high-quality products.
Initial Product Offerings and Strategy

The debut collection from UNBOX by Huff and Puff for the Mid-Autumn festival showcased a unique pairing of traditional mooncakes with eye-catching, nostalgic packaging. These included tiffin carriers adorned with illustrations of Ipoh shophouses and brightly coloured cans reminiscent of school canteen days, alongside dim sum baskets filled with mooncakes. This approach aimed to create gifts that were not merely ordinary store-bought items but specially selected and personalised, offering a unique experience to recipients, particularly during a time when physical connections were limited.
Expansion and Sustainable Practices

Following their initial success, UNBOX by Huff and Puff continued to develop themed gift sets for various festive seasons, including Chinese New Year and Hari Raya. They actively collaborate with partners who possess distinguished reputations and rich heritage stories, enhancing the uniqueness of their offerings. A key element of their gifting strategy is the emphasis on multi-usage capabilities for packaging, aligning with their goal of becoming a more environmentally sustainable company. This involves selecting high-quality materials that allow packaging, such as vintage-designed tiffin carriers or wooden cabinets, to be repurposed for long-term use, a feature that has garnered positive customer feedback.

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How did the pandemic pivot Huff and Puff to the gifting business?

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