FOR THE FIRST TIME, KNORR SURPASSED BIG TET SPENDERS OF MARKET SUCH AS SAMSUNG, SONY, COCA COLA ETC.
Food during TET is the epicenter of the Vietnamese family reunion. So TET cooking is a powerful connection point for a brand like Knorr.
For our 2020 integrated TET campaign, we took this thinking to the next level.
We made 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.
This music video, 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.