Background: Thuyền Xưa fish sauce, one of our main retainer accounts, is made with only two natural ingredients straight from the sea. They wanted to launch the product in a market awash with fish sauce brands and fish sauce advertising.
Insight: Mums always want the best of things for her family. Not necessarily the most expensive things. She aims for a sense of perfection in everything that matters to her.
Idea: Make it perfect – our idea appealed to a Mum’s inner perfectionist. Her perfect sense of style and perfect sense of taste. Unlike our competitors, our campaign had no slow-motion cooking shots, and no happy eating faces. Instead, our two disruptive spots featured a Mum trying to achieve perfection during a family portrait. The campaign included packaging design, digital, social, print, TVCs and POS.
Results: 1. 54m people reached on social media. 2. 48k engaged with our campaign. 3. 5k new followers on Facebook. 4. 32k bottles sold in 8 months.