KNORRof Appreciation KNORR

the planning and integration

communication media and tools KNORR
KNORR 2023 - 2024 KNORR
 Implementation Media mix Synergy
Overview appreciation evaluation
2023 Dec/2022 - Jan/2023 Apr Jul - Aug Sep - Dec

A TINH TÚY VỊ XUÂN SAO XÀO XÀO SAO

C Trigger: Post "Tinh túy vị Xuân": Introducing Soups Trigger: Post Knorr seasoning powder benefits for fresh,
T and Stews for Tết from All Three Regions
Photo
flavorful vegetables.
Promote Knorr
Collection of seasoning powder
I Engage: YouTube, FPT Play, Vieon Vegetarian
Engage:
with special offers,
V Short Film "Tinh túy vị xuân - Ấm nồng bếp mẹ" Recipes: Gói
Share "Sao Xào Xào Sao?" cooking showdown with Chef
like VND 28,000
Episodes of “Bí quyết hương vị làm nên hồn Tết” Review and Hòa Minzy.
I Amplify:
trọn Hương vị
- Ngọt thấm
Upload Knorr seasoning ads (6s and 25s).
off the 900g pack.
T Challenge "Khoe khoảnh khắc món Tết tinh túy", đậm đà trong
Share vegetarian cooking tips with Knorr Organic
featuring exclusive AR technology from Knorr. Shiitake.
I Posts and Photo Collection of Dishes from All
mọi món chay
Hòa Minzy’s stir-fry tips.
E Three Regions Amplify:
S Livestream with Miss Universe Vietnam Khánh Vân Media collaboration with Kenh14.
Sponsor: Hạt Gạo Chia Đôi x H'Hen Niê Health education posts on moderating salt intake (WHO).
T 1. Housewives aged 25-40: 1. Housewives 25-
Housewives aged 25-45: Interested in preparing a Vegetarian
A traditional Tet feast for their family, with a desire to food lovers:
Prefer quick stir-fry dishes that keep vegetables fresh, crispy, and 45: Prefer quality
flavorful. seasonings and
R preserve and pass on cultural values through Prefer natural Look for seasoning products that make cooking easier and save discounts.
G each dish. Prioritize using high-quality and
nutritious seasoning products.
products, seek
nutritious,
time without compromising taste. 2. Price-sensitive
E creative recipes,
2. Young consumers (18-30):
Enjoy entertaining content and fun, easy cooking challenges at
consumers: Seek
promotions and
T and enjoy light, home. budget-friendly
S flavorful dishes. Interested in quick, creative cooking tips that fit their active lifestyle. solutions.

T
Advertising:
O Advertising: YouTube TVC, TV Ads, Facebook Ads
Advertising: YouTube bumper ads 6s. video
bumper ads
Social Media 25s, TV Ads, Facebook Ads
O Social Media Marketing: Facebook, Tiktok, UGC
Marketing: Social Media Marketing: Facebook, Tiktok, Social Media
content, Influencer Marketing
L Public Relations
Facebook YouTube, Influencer marketing Marketing:
Facebook, Tiktok
S Public Relations
Sales Promotion
 Implementation Media mix Synergy
Overview appreciation evaluation
2024 Janu - Feb Mar - May June Jul Aug - Sep October November December

A NÊM TẾT DIỆU KỲ - - -

C Knorr New Advertising Sale
Lanching new Advertising
T Trigger: Short film Product: “Nấm Knorr product: TVC: Knorr Recipe photo
article articles promotion:
mới, tròn vị tự series "Cú
I “Tết đã lạc đi đâu" hương Organic Nêm Knorr mới,
tròn vị tự nhiên nhiên như nhà twist tốt lành"
about Knorr about Knorr Check-in
Engage: Challenge chuẩn Michaylin" seasoning activity to
V “Khéo tay cùng như nhà làm làm! Mẹ nấu Minigame:
seasoning
granules granules receive gifts at
I Knorr" and “24 ngày Minigame: Thử món nào cả "Thách bạn hỏi
Content Sale Knorr booth
Thách "Chủ đề "Săn thưởng nhà cũng mê! khó trợ lý ảo
T khám phá Tết diệu
kỳ”
tuần cuối - tiền tỉ": A Gift - TVC 30s Knorr"
about menu promotion: TVC
MICHAYLIN Đậm Program with and dishes Mua 1 advertisement
I Amplify: Tet Giftsets đà Lễ Phật Đản, Knorr's New miền Chat with the
using Knorr được 2 for Knorr
E and Retail display Tiệc Chay An 900g Formula. Bắc/miền Knorr AI
Shiitake seasoning
products Lành" Nam Assistant
S Mushroom granules.

T Primary household
1. Housewives (25-45 years old):
Mothers aged 25-45
A with young children,
Vietnamese decision-makers Women aged 25-45, married, Care about seasoning quality and tasty, safe
families, especially (ages 25–45) who cook regularly, care meals for their families.
R who love cooking and those interested seeking natural, about their family's health, Seek discounts to save on essential seasonings.
G want to create warm, in vegetarian or convenient, high- enjoy cooking delicious yet 2. Price-sensitive consumers:
delicious meals for quality meal solutions
E their families during
vegan diets and attracted by
simple meals, and prioritize
natural seasonings.
Prefer products with promotions and competitive
prices.
T holidays promotional Value convenient, budget-friendly solutions.
rewards.
S
T Advertising: TV Advertising: Advertising: Advertising: Advertising: Advertising: Advertising: Advertising:
Youtube, Youtube, Youtube,
O Ads, Facebook, Youtube Ads, Facebook Ads, Youtube, Facebook
Facebook Facebook Facebook.
Facebook Ads Facebook, TV PR: Facebook
O TikTok, OOH Tiktok Ads
Sale promotion
Sale Sale
Direct marketing:
L Livestream
promotion promotion:
offline
S
 Implementation Media mix Synergy
Overview appreciation evaluation

Media mix overview

Paid Media Owned Media Earned Media
Television Ads Youtube Bumper Ads Youtube Facebook UGC Content

E-commercial Ads Influencer Marketing

Media

Facebook Ads
Sponsorship

Website TikTok
 Implementation Media mix Synergy
Overview appreciation evaluation

1. Communication Objectives
Knorr’s communication objective strategically designed to reinforce the brand's overall goal of helping Vietnam women bring delicious flavors and
love into family meals. They aim to drive purchase intentions, push sales, strengthen brand loyalty and trust through communicate with the
target audience emotions

In particular W H Y
Knorr’s want to communicate with their audience through
H O W
2023 Campaigns
emotinal approach to gain the objective because:
This is an important time that typically leads to a sharp increase Objective:
in FMCG consumption due to higher family spending and gift- Knorr's Tet 2023 campaign directly focuses on evoking
giving activities beforehand. the image of Tet of the past to honor and highlight the
important role of mothers in preserving traditional
Kantar's Tet report shows that consumers prioritize reasonable flavors in family meals.
spending, focusing on essential goods for households and
practical gifts. *Brand VietNam Aim to communicate with “Family chef” by enhance
Consumers prioritize convenient products like seasonings and nostalgic feeling when living far from their home country
ready-to-eat meals to save time and enjoy Tet with their families. in gathering occasions
Tet is a time for family reunions, making it a perfect opportunity
for Knorr to strengthen its image as an essential part of family 2024 Campaigns
gatherings and memorable meals
Objective:
Encouraging families to cook together to strengthen
generational bonds, especially between mothers and
children, through shared cooking experiences.
Tet is an ideal occasion for Knorr to communicate with
consumers and promote its seasoning products, especially Knorr understand and focuses on the audience's concern
when Knorr’s TA is “Family chef” who is likely to made through the engagement of kids, who live in big cities and have
decision by emotional factors. *marketingtowomenonline lost interest in Lunar New Year due to their busy lifestyles.
 Implementation Media mix Synergy
Overview appreciation evaluation

2. Brand DNA
Paid Media | Qualitative Analysis Owned Media | Qualitative Analysis Earned Media | Qualitative Analysis

TVCs Influencer Advertising Social Media YouTube UCG Content

Marketing Videos Website PR Articles
Platforms Channel
Evaluation
Evaluation Evaluation
High richness—Social Media and YouTube -
dynamic, multi-sensory content Medium richness - PR articles provide
High richness—providing visual, sound, and Media Richness informative content but lack multimedia elements,
motion (images, sound, and dynamic content), Medium richness—website is informative but Media Richness
Media Richness less engaging compared to video platforms while UGC adds visual and personal authenticity,
effectively transmitting both rational and though less polished
emotional messages
High interactivity—Social Media - two-way
communication through comments, UGC, and High interactivity and personalization, allowing
Medium Interactivity—interactions on social seasonal campaigns. YouTube moderate direct consumer engagement and showcasing
Media Media
Media media platform, Q&A sessions and cooking interactivity—lacks real-time interaction. real-life experiences.
Interactivity & Interactivity &
Interactivity & challenges. Medium personalization—Content is more But low interactivity and personalization in PR
Personalization Personalization
Personalization Low Personalization—Content focus more on regionally focused than personalized. articles due to limited interaction, focusing on
broad target segments. Website—low Interactivity and one-way communication
Personalization
High—relatable and culturally relevant messaging. High trustworthiness - PR articles from trusted
High trustworthiness—build trust through UGC, Media outlets enhance credibility, while UGC, coming
Media The credibility is reinforced through culinary
influencer endorsements, and direct consumer Trustworthiness from real consumers, is viewed as authentic and
Trustworthiness expertise, celebrity endorsements, and Media
interactions - reinforce credibility and expertise with highly influential
authoritative backing from Unilever. Trustworthiness
informative content and detailed product
information

Knorr’s paid media strategy is highly effective, utilizing high

media richness and medium interactivity to engage target
audiences. However, personalization remains low, focusing
on broad and regional segments rather than individual
consumer needs. Knorr’s credibility is strengthened through
culinary expertise, celebrity endorsements, and the authoritative
backing of Unilever, establishing trust and reliability.
 Implementation Media mix Synergy
Overview appreciation evaluation

3. Target Audience
Paid media Owned media Earned media
Knorr Vietnam Fanpage UGC (User-Generated Content)
The 35-55+ age group is the largest 353K followers
TV audience
Television Ads

Social media users in Vietnam

knorrvietnam
have surged, exceeding 70 33K followers
million accounts.
Social Media’s Ads
Knorr effectively leverages its social media pages with a
Knorr strategically run advertisements large following to create content, share recipes, boost
across various platforms to enhance engagement with customers, attract new users, and tailor
its reach and effectively engage with 62M 68M 72M
users users users content to suit each platform. Knorr runs interactive campaigns with hashtags on social
various TA media, encouraging users to create UGC by sharing
cooking videos using Knorr seasoning cubes and moments
After Covid19, 66% consumers prioritize of cooking with family, which helps spread the brand image
finding deals to save money, especially and conveniently attract potential customers as they browse
during Tet. Knorr Việt Nam social media.

Knorr uses e-commerce ads (Shopee, 250.000 subcribers

Lazada) with promotions like flash sales, PR Article & YouNet Media Rankings
vouchers and buy 1 get 1 free, along with Knorr mainly uploads TVCs, cooking tutorials, and short
POSM in supermarkets (GO!, Big C) and films on YouTube to engage with customers, especially Tet campaigns
Sale Promotion Ads convenience stores. those seeking recipe ideas and cooking inspiration. of 2023
TOP 10
Vietnamese consumers, especially young people, Knorr’s Website
increasingly trust and are influenced by KOLs
Knorr uses its website to
provide information about
Knorr collaborates with singer Hòa Minzy, a products, recipes and
famous singer with a large fan base. cooking tips. It is also a
The brand also partners with influencers place where Knorr can Although the press is no longer a channel widely used by
like the Cam Cam family, Salim, who are collect customer data and Knorr's target audience, being featured on reputable
hot family/mom in Viet Nam. build a community. platforms like Dân trí still enhance the brand's credibility.
Influencers Marketing

Overall, Knorr leverages popular online communication channels that its target audience frequently uses, while collaborating with famous KOLs who have a
family-friendly image, creating a strong connection with consumers. UGC and media coverage help enhance Knorr's presence and reputation, strengthening its
bond with a broad audience, particularly homemakers, through authentic customer engagement.
 Implementation Media mix Synergy
Overview appreciation evaluation

[Link] EATIVE M E SSAG E S 2023 Year-round creative Messages

Exposure
Campaign creative messages Right time: Posts were launched aligned with increased
demand for vegetarian dishes and shopping deals, especially
during seasonal dining occasions.
Right target: The content effectively target by offering
“Tinh túy vị xuân - An lành món practical value and motivating purchases through promotions.
chay / Nhấm nháp xuân vui”

Attention Interpretation
The post features appealing The visuals are vibrant, and
visuals, vibrant colors, and the title is concise and
Đại chiến xào rau cùng effectively leverages accessible. The post delivers
“Cùng Knorr nâng niu những bí quyết bếp Hoà Minzy và Bếp Trưởng
Việt, những hương vị Tết đặc trưng, để giữ review elements to stimulate action. information directly.
ấm bếp nhà, giữ trọn hồn Tết Việt!” Exposure
Exposure Memory
Right time: Promoted cooking content during health- The posts maintain regular
Right time: Launched before Tết, aligning with conscious periods. Retention
consumers’ meal planning and sustaining presence Right target: Hòa Minzy appeals to young women and Emphasizing the convenience visibility, but memorability is not
throughout the season. modern homemakers; TikTok and Facebook align with their and quality of Knorr products, high due to a lack of standout
Right target: Effectively reached family chef through content habits, especially quick cooking tips on TikTok. combined with discount offers, elements.
emotional messages and activities . creates a strong purchase
Attention incentive.
Attention
The campaign stood out with creative content, well-known
The short film resonates emotionally, recipe posts meet KOLs, short catchy videos, memorable rhymes.
practical needs, and the AR challenge adds novelty. The
livestream not expands enough reach. Interpretation

Interpretation Knorr conveys an easy-to-understand message through a

short, intuitive video, emphasizing the benefits of Knorr
Knorr delivered a consistent message across ATL and seeds, helping viewers remember and apply them easily.
BTL platforms, messages through images are easy to
understand. Retention

Retention Knorr built trust by combining Bếp Trưởng Review's Knorr effectively combined owned, paid, and earned media
expertise, Hòa Minzy's relatability, and nutrition message, to ensure a coherent message delivery. The mix of
Knorr built trust using culture, tradition, and influencers, highlighting the benefits of Knorr seasoning. short films, influencer marketing, interactive challenges,
with most activities persuading effectively, though some Memory and social media content created a well-rounded
lacked depth in expertise. campaign. Message coherent across multiple
The campaign consistently repeated the message about touchpoints, from visual elements to key phrases,
Memory
Knorr seasoning benefits across different platforms,
Knorr used consistent messaging with festive visuals to enhancing brand recall. While not achieving much strengthened brand recall. However, some limitations in
reinforce recall. Emotional content impressed but strong virality, its engaging delivery left an impression and consistency and virality reduced engagement depth and
lacked virality. AR challenges and livestreams naturally integrated into daily cooking habits. long-term resonance.
drove brief engagement.
 Implementation Media mix Synergy
Overview appreciation evaluation

[Link] EATIVE M E SSAG E S

Campaign creative messages Year-round creative messages

Exposure Attention Interpretation Retention Memory

Right target: Messages Both online and Collaboration Messages were
“Cùng con tìm Tết tuổi thơ Contents was resonated with ofline activities with retailers, intergrated with
Đậm đà mình nấu, Tết vui diệu kỳ” customized for TA diversed IMC were used to chef and TVCs, minigames,
Right time: tools to grab helped organized events interactive
“Tuổi thơ con có bếp Tết thì sau này Messages was attention. consumers to strengthened activities and
Tết mới có chỗ trong lòng con” delivered understand more messages’ trust promotions to
throughout the about Knorr’s reminded
year messages. consumers
“Nêm đậm đà để Tết trở về nhà”

Knorr's campaign successfully attracted

Exposure and spread message through a multi-
channel approach, combining emotional
Right target: Effectively reached homemakers and family, good TA advertising, interactive activities, and
understanding. attractive promotions. The focus on
Right time: Releasing the film a month before Tet was key to its success, real-life experiences and instructional
which help to enhance emotions. content helped enhance brand
The message resonated with nostalgia, encouraged UGC, and awareness and credibility.
expanded reach through BTL activities.
Attention
Make good use of engaging videos, social media interaction and
promotions with throughly understanding social context to attract
consumers.
Interpretation
Knorr’s consistent messaging across ATL and BTL was easy to Knorr’s past activities effectively integrated communication and
understand, with positive audience interaction. marketing strategies, succeeded in ensuring the message is
Retention
delivered consistently with stronger impact on consumers. By
Reinforced its message with nostalgic Tết content and TVCs, leveraging Paid, Owned, and Earned Media, Knorr has not only
emphasizing family and tradition.
Memory
expanded coverage, optimized audience reach and engagement but
also enhanceed communication effectiveness
Consistent messaging on Facebook and YouTube increased
recognition, maintained consistency, and reached the audience naturally
 Implementation Media mix Synergy
Overview appreciation evaluation

1. Consistency

Consistency level of the media mix with

the brand DNA and target audiences Core Message
2023 Knorr positions itself
Air ads during peak family hours, especially during Centered on preserving authentic as the leading
Tet, to strengthen emotional connections and flavors & family traditions seasoning brand for
TV brand presence when consumers are most receptive
2024
families, the
message core value
Reinforce Knorr’s messaging on family meals Evolved into a nostalgic storytelling of Knorr is the focus
approach—questioning whether Tet on preserving family
and emotional bonding, building credibility through traditions are fading with the traditions and
trusted media PR campaign “Tết đã lạc đi đâu?” authentic flavors
Extends TVC messaging with consumer stories,
and cooking tips, maintaining visual and tonal
Social Media consistency for a seamless brand experience

Selects KOLs who focus on family life, parenting, Consistency in Campaigns

and cooking, ensuring their content resonates Influencers
From Tet campaigns to year-round activities, the emphasis
with the brand’s target audience Marketing on time-saving, traditional flavors, and family
Knorr’s media mix demonstrates strong consistency with bonding has been maintained. Whether through social
Target Audience and Brand DNA. The brand maintains a media posts, cooking challenges, or product promotions,
seamless experience across platforms, balancing trust- Knorr consistently reinforces its role in helping families create
building through traditional media with engagement-driven memorable moments through meals.
digital strategies.
 Implementation Media mix Synergy
Overview appreciation evaluation

2. Continuity
2023 2024
Tet campaign TVC “Tinh túy vị xuân-Ấm nồng bếp mẹ”
“Nêm đậm đà để Tết trở về nhà”
Tet campaign
"Tinh túy vị xuân" "Tết đã lạc đi đâu"
Launching: December 23rd 2022 Launching: December 2023
End: January 12th 2023 Short film "Tết đã lạc đi đâu" End: 9th Febuary 2024
Short films “Bí quyết hương vị làm nên hồn Tết”

Pros: Launching in December → establish early market presence and drive Pros: Launching in December → establish early market presence and
awareness, engagement, and purchase intent maintain appeal throughout the Tet season
Cons: The campaign duration was too short, even ending before Tet began Cons: Ending the campaign too soon (9/2, while Tet ended at 14/2)
(22/01) → missed opportunities to engage consumers during the peak festive → missed post-festive opportunities
period.
Knorr actively engaged on social media throughout the entire
Knorr's Tet 2023 campaign was active on Facebook for only 21 days and campaign, executed cohesive communication strategy, leveraging multiple
simultaneously released TVCs and short films on YouTube on 1 day before channels with creative content to sustain audience engagement.
ceasing further campaign content. This approach lacked follow-up year rounnd
content and continuity, failing to reinforce the campaign message throughout the Tet
All-year Knorr effectively integrated
round
season. IMC tools to maintain
All-year round brand presence with the
customers around the year. Knorr
leveraged diverse advertising and
Knorr’s 2023 marcom activities lacked promotions to strengthen consumer
consistency and continuity, with a
significant gap after the Tet campaign until engagement. The seamless
April, sporadic posts throughout the year, and combination of creative
unremarkable content lacking freshness, communication and sales-driven
failing to maintain consistent brand initiatives helped Knorr sustain its
engagement. image and appeal in the market.

In 2023, Knorr’s marcom activities lacked consistency and continuity, with noticeable gaps and a lack of standout content.
However, in 2024, Knorr addressed this issue by implementing a more consistent marcom strategy with regular and well-
distributed content throughout the year. Media channels were effectively utilized to engage the target audience across both
campaign periods and year-round activities. However, the issue with the campaign runtime has not been improved yet.
 Implementation Media mix Synergy
Overview appreciation evaluation

3. Complementarity
Tet campaign "Tinh Túy Vị Xuân" 2023 Tet campaign "Tết đã lạc đi đâu?" 2024
Overall Overall
This campaign showcased how Knorr combined various comunication tools to Knorr’s Tết 2024 campaign demonstrates how the brand leveraged multiple
generate activities around the traditional cultural value of Tet in Vietnam. communication tools and activities to inspire people to reconnect with
childhood flavors and preserve the essence of Tết.
Introducing & evoking the rich Connecting emotionally with consumer
flavors of the holiday traditional Tet by highlighting Tet's traditional flavors, the
dishes from all three regions bond between generations and Knorr's Knorr highlighted the
role in uniting them role of the younger
Series "Tinh Túy Vị Xuân" on Facebook generation in
Short film "Tinh Túy Vị Xuân - Ấm Nồng Bếp Mẹ" continuing traditions
through its TVC “Tết
đã lạc đi đâu?”

Influencer Marketing boosted Knorr's Kmor phát lộc đôi -

"Khoe Khoảnh Khắc Món Tết mua 1 được 2
community image, but partnering with Tinh Túy" challenge
Engage through posts, challenge, UGC
influencers directly aligned with the TA Sales promotions content “Nêm Tết diệu kỳ”. Encourage
may be more effective than focusing on Charity activities encourage customers to parents to experience traditional values
beauty queens representing charity. with H'Hen Niê
purchase the product with their children through cooking.
The AR challenge added interactivity,
encouraged consumers to share their
Tet cooking moments and engage with the
brand. Livestream with Miss Universe
Vietnam Khánh Vân
 Implementation Media mix Synergy
Overview appreciation evaluation

3. Complementarity Year-round campaign

2024
Overall, Knorr’s main activities revolved around:

paying attention focusing promote

promoting the Knorr nấm hương
product’s new to customers'

2023
USP. health

paying attention
to customers'
health “Báo
động mặn” keep promoting the main
product’s new USP.
H O W H O W
The advertising, PR tools provides Create series “Michaylin” and
information and raises
raises awareness
awareness promote
“Món chay” series to promote
and inform
and inform about the new USP Knorr Nấm Hương

Engage
Engage through challenge, Sales promotions encourage
encourage Engage through Michaylin
Engage Sales promotions encourage
encourage
UGC content “1 muỗng xào customers to purchase the product challenge customers purchase the product
chuẩn ngon”
KOLs/KOC
support
KOLs/KOC
support
 Implementation Media mix Synergy
Overview appreciation evaluation

4. Room for improvement

2023 problems 2024 - now
Inappropriate KOLs & Activities Reach
The collaboration between Knorr and Miss Vietnam Khánh Vân Knorr collaborates with popular families on social media
What
in 2023 livestream might be seen as inappropriate or who have a higher reach and are more relatable to the
mismatched, as the image of a beauty queen is typically
target audience, fostering stronger emotional connections
associated with glamour, public events, and social activities,
not cooking or family-related tasks. did and enhancing brand recall.
Expertise Reach Knorr Expertise
Khánh Vân does not have any
specific expertise in cooking
The audience following
Khánh Vân may be more do Knorr collaborates with famous chefs on
or the culinary arts related to interested in her beauty social media platforms who are familiar
brand TA and DNA queen status and lifestyle to the target audience, creating a
stronger connection and credibility.

2023 year round activities 2024 - now

Create a consistency year-round content strategy
The content transition after the Tet campaign to year-round What Knorr consistently posts content throughout the year,
activities is not seamless which may affect the consistency of the
brand's messaging and consumer engagement throughout the year.
did leverage between Tet and year-round content and
continuously promotes its AI-driven with a closer
Knorr approach for users. Knorr also implement more engage
Emotional content impressed but lacked virality of AR
challenges and livestreams drove brief engagement. do activities for TA.

2023 & 2024 Tet Campaign

What Leverage countdown and final push: Knorr could incorporate a
Although Knorr launched content early, it stopped sharing Tet-related
content too soon, even before Tet had started (2023) which would should longer strategy, even running through Tet such as creating post during
Lunar New Year topic instead of selling objective to engage with
decreased brand recall and lack of emotional connection at a key time. Knorr customer emotions through the end.
It could also shows that brand only care about selling objective.
do
 Group 1

Full A
APPENDIX - Marcom activities evidence