Campaign details

Brand: Wall's
Brand owner: Unilever
Agency: Mindshare Vietnam
Country: Vietnam
Industries: Dairy products, fats, oils
Media channels: Competitions & contests, Merchandise & free gifts, Mobile & apps, Sales promotion, Social media
Budget: Up to 500k

Executive summary

Families are spending less time together due to rapid urbanisation and parents becoming empty nesters. Psychologists suggest that eating dessert with family members can make bonding stronger, with lasting benefits beyond the dinner table.

Wall's used this human insight on consumer behaviour to physically unite Vietnamese families.

Partnering with South East Asia's leading super app, Grab, Wall's designed a campaign that encouraged people to meet up with their loved ones.