Mondelez Kinh Do Mooncake: Keeping festive stories virtually alive

Vietnamese baked goods brand Kinh Do targeted 25-to-34-year-olds with a festive campaign to gather consumer data and increase online sales of its Mooncake product in 2021.

Campaign details

Brand: Mondelez Kinh Do MooncakeAgency: Publicis GroupeRegion: APAC

Campaign video

Strategy

Objective

Tough lockdown impacts bottomline & festive atmosphere dependent on distribution.

Kinh Do created the packaged Mooncake segment since 1998 & holds the No. 1 position with 65% M.S. But in 2021 Covid sent the entire country into the strictest military enforced lockdown Vietnam has ever experienced. As the biggest player in the category, 75% of our 12,000 seasonal outlets creating engagement for the brand, were closed. Thus chances of people experiencing festive atmosphere from our outlets, celebrating the festival & purchasing...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands