Three Squirrels is China's biggest DTC snack brand, using beloved squirrel mascot IP and gifting-focused campaigns to lead nut and snack sales on Tmall and Douyin.
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See all ads on AdLibrary →Three Squirrels (三只松鼠) is a Wuhu-based snack brand founded in 2012 by Zhang Liaoyuan. One of China's first Tmall-native DTC brands, it built China's most recognisable snack mascot IP and became the country's largest snack brand by online sales, driven by nut gifting sets and festival campaigns. Also searched as Three.
Three Squirrels built its brand on mascot-driven emotional marketing. The three squirrel characters (松鼠小贱, 松鼠小美, 松鼠小酷) appear across all packaging, social content, and campaigns, creating brand recognition through consistent character storytelling. Festival gifting campaigns transform commodity nuts into emotionally valuable presents. Douyin live commerce and seasonal Double 11 campaigns convert massive awareness into purchase. Browse Three Squirrels ads on AdLibrary.
Three Squirrels is predominantly a China-domestic brand with minimal Western paid social investment. International reach comes through diaspora Chinese consumers via cross-border platforms. The mascot IP has potential for international expansion but has not been the focus of global paid media campaigns.
Core creative themes: squirrel character storytelling, gifting occasion campaigns (Spring Festival, Mid-Autumn), unboxing experience content, and freshness/quality assurance. Copy tone is warm, playful, and character-led. Nut gifting set campaigns use premium presentation imagery — wooden boxes, decorative tins — that positions nuts as a premium gift rather than a commodity snack.
Three Squirrels demonstrated that commodity products can achieve premium brand status through consistent mascot storytelling and gifting-occasion positioning. By investing in original character IP early and making unboxing experience central to the product, they created a brand that consumers buy for emotional reasons in addition to rational ones. For FMCG marketers, the lesson is that mascot IP compounds over time — it is a long-term brand asset, not a short-term campaign device.
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