The Importance Of Family Posted on | Branding in Asia


Along with family, food is the epicenter of the Vietnamese lunar new year – a time when Vietnamese moms are cooking mounds of traditional dishes loved by their kids. For this year’s Tet campaign, Unilever’s food brand Knorr launched a music video on YouTube around this simple fact of Vietnamese life.

Created by MullenLowe Mishra, the music video featuring contemporary Vietnamese pop singer Truc Nhan and leading actress Thanh Thuỷ (playing the roles of son and mother respectively) is built on the hugely popular track CÓ VỊ NÀO HƠN VỊ TẾT NHÀ. The MV was shot on location at a beautiful traditional house in Long Phước province of Vietnam and it has generated nearly 18 million views, 10% market share lift and nationwide buzz.

MullenLowe Mishra’s Tet lore for Knorr is built around the simple insight that, in today’s fast modernizing Vietnam, Gen Z  is growing up too soon, they move away from parents’ provincial homes, adopting new foods but inside they still crave for the taste of mom’s cooking. So this Tet a desolate Truc Nhan is unable to visit his provincial home due to workplace commitments but his mother actually makes a surprise visit to be with her son for Tet and together enjoy the dishes he liked as a kid.

“Knorr is a progressive global food brand, which promises taste guarantee,” said Thao Nguyen, Marketing, Knorr Core & Masterbrand, Unilever Vietnam. “Our Tet campaign this year co-created with Mullen Lowe Mishra has interpreted family togetherness over great tasting food in a very meaningful way which resonated with Vietnamese Gen Z.”

“This unique content collaboration between Knorr, a leading local artiste and us has brought together insight, brand story, topicality and social buzz in a very relevant way”, added Saby Mishra, President & CEO, MullenLowe Mishra.

This article was originally published on Branding in Asia