Lowe Singapore

Challenge:
Vietnam granules market has high incidence of dual brand usage (60%). Amongst KNORR users, AJI remains in their consideration, leaving the brand vulnerable to switching.

Tet is the biggest traditional festival in Vietnam; it’s a time for great national excitement – anticipation starts in December, commencing in the Lunar New Year in February. On a personal level it’s about reunions amongst nuclear and extended families;

it’s when family members who work away from home (or are overseas) come back home and celebrate.

Meals are integral to Tet celebrations, so it makes perfect sense for KNORR to activate during this season. The food preparation that moms go through fit with the brand’s functional offerings, while the emotional thread of reunions that underpins the celebrations fits well with the KNORR brand essence.

Solution:
In Vietnam it is tradition for families to reunite for the Tet meal. This insight propagated Knorr’s Campaign idea for Tet: “Coming Home”. The single-minded heart-warming idea enhanced brand love by tying Knorr to the country’s most important festival. Success came from the fact that this idea that took Knorr beyond traditional food advertising channels. Knorr tugged at the nostalgia of those returning home, and the heart strings of our key target; mothers cooking a feast for their returning family.

By reminding consumers of the importance of this meal, the brand heightened its role: improving the taste of Tet dishes.

A highly emotional TVC showed a son returning home, beckoned by his mother’s postcard featuring his favourite dish. Viewers watched the mother unwittingly initiating a viral explosion with the postcard of her soup becoming an iconic image across Vietnam, passed from one person to another. A mother’s desire to have her son home for Tet – and their reunion – truly struck a chord with mums.

A media takeover of travel hubs targeted people going home at stations and airports where they were reunited with their families after long trips. Advertorials in women’s press and food magazines aided women in creating better Tet dishes for their families. Large outdoor sites near covered wet markets also prompted impulse purchase for those planning their Tet meals. Finally Knorr topped this multimedia campaign with a highly popular promotion of a glass bowl gift set that lifted sales and brand value share to highest ever peak.