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.