Kinh Do: Shop for hope

Vietnamese baked goods and confectionery brand Kinh Do ran used data and digital tools to connect shop owners with consumers during Tet 2022.

Campaign details

Brand: Mondelez Kinh DoAgency: Publicis GroupeRegion: APAC

Campaign video



Kinh Do: An iconic national brand with a purpose of upholding Vietnamese culture.

Vietnam's most recognized baking & confectionery brand Kinh Do has stood for the spirit of Tet over the past 28 years with its iconic line "Thấy Kinh Đô Là Thấy Tết" (See Kinh Do, see/feel Tet).

This Tet posed an unusual challenge. Not only was consumer sentiment low but lockdowns had adversely affected the livelihoods of thousands of small shop owners which symbolize the festive feel of Tet. Half...

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