The Riverorchid Notch concept consists of a video and Facebook app. Digital banners on social sites, blogs and forums promote the campaign until next month.
In the video children talk about what the Tet celebration means to them and each makes a pledge to do something nice for the holiday this year. Separately, the Facebook app invites mothers to talk to their children and get them to make a pledge too. Each text submission from families stands a chance to win prizes.
Matee Kavewongsunthorn, Indochina business unit director at ABF Foods, said the brand wanted to emphasise engaging with its customer base this year.
“The idea the agency came up with ticked all the boxes,” he said. “It created a meaningful connection between the brand and the tradition of Tet as well as engaged Vietnamese mums and their kids, who are our core target.”