KNORR | COM NHA CO RAU TUONG LAI MUON MAU | 2021

Client: Knorr

Agency: Biz-Eyes

Campaign: Knorr Pico 3

Objective: Encourage targeted parents shape the healthy habit of eating vegetable for children with the flavorful help of the new KNORR

Key message: Cơm nhà đủ rau - tương lai muôn màu

My role: Concept Developer

Concept Story:

The future of a child has always depended on their parents’ actions today – a love for sports, a hard-working attitude, or an outstanding musical performance... any child’s potential is limitless and vibrant as long as the parents equip them with the preparation and support they need.

Among the aforementioned preparation and support, one essential foundation for children to achieve their potential in the future is their physical health, which depends greatly on the family meals they consume today.

However, while most parents will go to great lengths to afford their children the best condition for childhood development, they are somewhat lacking in this very important area – to provide their children with a balanced diet. Between giving in to their children’s love for fastfood and unknowingly growing their aversion to vegetables from a young age, Vietnamese parents are struggling to steer their children on the right path with nutrition.

Recognizing this situation, Knorr realizes its mission as a life-long sidekick of moms in creating apetizing family meals, which is to rally and equip parents in providing their children with a balanced diet, starting with a new habit of adding vegetables into their daily food intake.

Communication Message:

Cơm nhà đủ rau - tương lai muôn màu

The future of a child has always depended on their parents’ actions today, specifically the family meals they are afforded today. Through this campaign, we will remind parents that in adding more colorful vegetables into every meal, they can ensure a vibrant future for their children. And the habit starts today, with Knorr’s insightful and engaging activities.

Creative tactics:

• Music video

In order to kick-off the campaign and introduce its message in a distinct way, we will release an animated MV with lively visuals and catchy melody.

The song lyrics will be written from the veggies POV to remind our audience about the importance of having a balance diet as well as establishing the 3-2-1 formula.

• Campaign microsite

Link

Once the campaign kicked-off, we will also introduce an official microsite which will help our audience navigate the campaign through 3 pillars:

ĂN NGON – A gallery of recipes designed by Knorr which incorporate vegetables into daily meals in a flavorful way.

ĂN ĐỦ – A collection of educational materials to help moms better understand nutrition and healthy diets.

ĂN VUI – A wide range of lifestyle content including KOLs livestreams and especially the social challenge which helps moms and her family enjoy a healthy and balanced diet in a fun way.

• Recipes Collection

Knorr’s recipes collection will be released in 2 formats: video and static photo. The highlighted recipes will be produced in video format, while the remainder will be photographed.

The recipes collection will be structured into 3 categories:

MÓN RAU NGON MẮT – Recipes with beautiful presentation that no children can resist.

MÓN RAU ẨN NẤP – Recipes that turn vegetables into attractive “fast food” dishes for the spoiled kids.

MÓN RAU NHANH TIỆN: Recipes that can be done quickly within 15 minutes.