no not exactly, it is the branding that works that is powerful.... let me put it this way. Say we sell a certain cosmetic brand, in the States a woman named Bobbie Brown is popular and she sells on QVC. She comes on the air and sells her products. What we notice is that unrelated to QVC sales, Bobbie Brown sales pick up also at other places she sells to like department stores, specialty cosmetic chains etc... Bobbie demonstrates how to apply make-up, tricks of the trade so to speak and the woman might not order from QVC but might find themselves in a department store shortly thereafter and see the product and buys it because they recognize the brand.
The same effect will happen with food products. We have a presenter, he wears a chef hat, he demonstrates how to cook steak, and the different cuts of beef, lamb, what have you. Maybe the Chinese woman buys from QVC, maybe not, but she happens to shop at Tesco too and she sees our products there and now recognizes the brand and is "preconditioned" to buy. That's how it works.
