Knorr aims to rekindle the magic of traditional home-cooked Vietnamese Tet delicacies nationwide as a way to lift the family spirit
To celebrate Vietnamese Lunar New Year (Tet) after a difficult 2020, Unilever food brand Knorr wanted to rekindle the magic of traditional home-cooked Vietnamese Tet delicacies nationwide as a way to lift the family spirit.
To do this, MullenLowe Mishra and Knorr Vietnam collaborated to conceptualise and produce an emotive music video led social campaign centred around Tet food moments, featuring top-grossing Vietnamese pop singer Truc Nhan as the young son coming home and Thanh Thuy, a prolific local actor as his mother. It is directed by the award-winning, Forbes 30-under-30 Vietnamese music video director Kawaii.
Knorr’s 2021 slice-of-life Tet story centres around the bond between parents and grown-up children in an average rural Vietnam family, set in the context of economic hardship of the covid year. The story kicks off with the son visiting his parent’s hometown for Tet where he senses the financial challenges of his parents in realising Tet obligations.
He quietly lends his support by putting his cash savings in his mom’s pocket without her knowledge. Later when the young man is returning to work in the city he realises that his mother knew what he did and she has put the money back in his bag with a thoughtful note saying that he should keep it to look after himself as he too must be cash strapped due to employment-related uncertainties in these times.
This music video builds on a hugely popular homecoming theme created in 2020 by MullenLowe Mishra which was billed as the Best digital campaign in 2020 Tet by Kantar research. This year’s video has garnered 10 million views so far and is generating very positive sentiment amongst people nation-wide.