INSIGHT:
In Vietnamese culture, Tet time is family time. Whatever we do, wherever we are throughout the year, it is still an unmissable ritual to come back home, to enjoy at least one Tet meal with family.
However, in today’s fast modernizing Vietnam, Gen Z is growing up too soon, they move away from their parents’ provincial homes, adopting new lifestyles, including all sorts of new foods and foreign flavors that can conveniently be bought at stores.
But the authentic taste in home food/ "vị nhà mình" is still irreplaceable.
Therefore, Knorr's role in owning this "home-food flavor" platform, is t strengthen the bond between GenZ and their home-food memories, as well as to guarantee Mom that whatever she cooks for the family, the flavor will be top-notch.
IDEA
"VỊ TẾT NHÀ MÌNH"
EXECUTION & RESULT
The hero asset that delivers the beauty of this 2020 integrated TET campaign is an inspired collaboration with Vietnamese pop star Truc Nhan, leading to a massively popular song re-make and heart-touchingly beautiful music video celebrating family bonding, mother’s love, and a son’s intense food memories from childhood.
The MV, built on a powerful Gen Z insight, generated 18 million views (despite modest media weights), 10% market share lift, and was rated by KANTAR research as the #1 Digital Campaign of TET 2020 – surpassing Vietnam’s biggest TET spenders such as Samsung, Coca Cola, Sony, etc.
The platform "Vi Tet Nha Minh - home food flavor" also gained much brand love and brand relevancy for Knorr that its Sequel was continued in Tet 2021 as "Khoi am gian bep Tet" (link: https://www.youtube.com/watch?v=mrnutDpMOxg)
References:
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[watch the MV here]
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Agency: MullenLowe Mishra Vietnam
Creative Director: Dang Tran
Copywriter: Chau Vu
Art Director: Hoang Nguyen
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