1) History

In 1838, Carl Heinrich Knorr opened a factory in Heilbronn, Germany supplying chicory to the
German coffee industry.
Mr. Knorr began to experiment with drying vegetables and seasonings, preserving their
nutritional value and flavour. This led to the launch of Knorr’s first dried soup range across the
European continent in 1873. This progressive breakthrough led to a series of improvements in
technique and development of new products.
Having entered Vietnam market since 2000, Knorr has continuously introduced many products:
seasoning seeds, soup capsules, complete spices. Knorr Seasoning has changed the traditional
way of tasting of many Vietnamese people, who are familiar with sugar, salt
Marketing campaign
For the new year of 2018, Knorr conducted a successful marketing campaign- "taste of good
luck" is the best demonstration of the effectiveness of a promotion program that can make
customers both buy the brand's product and love the brand.
Lunar New Year is the most important and popular holiday season in the country. This is the
time when family members reunite, share good wishes, give gifts and enjoy delicious food in
the early spring.
After exploring, researching and carefully researching cultural insights, Knorr realized that
"luck" is a factor with a special role in the "Tet" day of Vietnamese people. Knorr combines two
typical symbols of the New Year: "God of Fortune" and "lucky money" to form the idea of
"Taste of Good Luck" from this idea a campaign It has a great influence on Vietnamese
consumers.
Food plays an indispensable role during this time, because of that, Vietnamese people do not
"vacation" Tet, they "eat" Tet. Very clearly in the everyday words of Vietnamese people, we
rarely say "Tet holiday" means kỳ nghỉ Tết instead we use the word "eat" in Vietnamese it
means ăn Tết
Target
Reinforce Knorr's affection towards loyal consumers, families encouraging them to buy more
Knorr products.
Some concepts that they utilized
2) Emotions
This time they applied emotion in marketing
Arousing Tet atmosphere: Talking about Tet, Vietnamese people have a lot of emotions about
the most expected holiday of the year, especially "luck". The meaning of "luck" is good things
happen, the prosperity ... so it has an inseparable connection with Tet. During Tet, the
Vietnamese always follow the traditions, do what they should to wish for luck and prosperity in
the new year and avoid taboo practices. In fact, luck is the center of culture, customs and
beliefs of the Vietnamese people. Among the three deities worshiped by many Vietnamese
people is "Phuc, Loc, Tho", Loc- or also has a name "God of Fortune" is the God most present in
most households in Vietnam.
Another typical custom of Tet holiday is lucky money, especially lucky money for children, a
small amount of money they receive when visiting the homes of grandparents, aunts, uncles,
etc. This symbolizes luck and is carefully arranged in bright red envelopes.
Knorr decided to rely on two typical cultural symbols of the New Year to carry out the campaign
with the presence of "God of Knorr" - a character representing the brand, bringing luck and
blessings to Consumers use red envelops.
A lucky taste: The campaign started with the idea of "A lucky taste" formed from the strong
connection between brand (taste) and Tet (lucky). Consumers are encouraged to invite "God
Knorr" to "knock" on their homes. In order for god of fortune to visit the home, consumers
have to put red stickers, which can be collected from the special packaging for the New Year of
Knorr, to the door of the house. The "God of Knorr" will then visit the neighborhoods and look
for the families that have these special stickers on their doors. If the customers' families are
visited by Than Tai, they will receive lucky money. The lucky money will be calculated as equal
to the total volume of Knorr bags in the consumer's family. Each gram of Knorr will correspond
to 1,000 Dong, consistent with the idea of "Lucky taste".
Along with the behavior of "God of Knorr" is a team of lion dance, according to the custom, the
lion will dance to the beat of the drum to help the owner remove all insecure things. After that,
the God of Fortune will step into every house, give New Year wishes and give them a fortune in
the spring
3) Perception
Exposure & Attention
Two weeks before the campaign began, Knorr launched a promotional campaign with the aim
of ensuring everyone can see it, in order to spread the promotion "Knorr- taste of New Year",
encouraging Consumers buy a lot of Knorr products. This campaign is carried on many media
channels such as TV, print newspaper, leaflets, banners.
Product packaging with special design only for Tet. There are two special stickers on the
packaging, one wrapped around the packaging detailing the program's rules, the other is lucky
stickers for consumers to stick on the door. Door stickers not only demonstrate to invite "God
of Knorr" to visit the house, increase performance, cost but also create a large level of brand
recognition. Red envelopes are designed in combination with brand and campaign related
factors
interpretation
Next is the stage where "God of Knorr" will visit many neighborhoods and knock on the door of
the luckiest households, for two weeks. God of Knorr and the lion master will choose the
houses on the doors that are labeled with Knorr's special sticker for Tet. Consumers will be
asked to bring Knorr packages to the program team to conduct the weighing and measuring
program. Based on the amount of Knorr they have in consumers' houses, they will receive the
corresponding lucky money. Each team in the program will have a photographer to record the
reaction and surprising emotions of lucky customers, these photos will be used for the next
stage.
In order to describe the journey of “God of Knorr” and attract the attention of target customers,
Knorr offers diverse interactive experiences online - such as special recipes for Tet, New Year
wishes to friends, map of promotions, etc. Finally, Knorr conducted forum seeding activities,
uploading photos of "God of Knorr" on many forums and websites.
"God of Knorr" has just visited each lucky household and has the task of creating awareness
about the program and the bustle outside of supermarkets and markets. At these locations we
distributed red envelopes inside which were leaflets containing program information.
Visiting consumers
"God of Knorr", together with a team of lion masters, drums and gongs bustle to residential
areas, creating a bustling New Year atmosphere across the country. In many cases, there are
many non-Knorr users who still collect lucky weed seeds to get the opportunity to participate in
the program.
Result
The idea has greatly affected consumers. "God of Knorr" is always welcome in thousands of
households across 64 provinces. The prize is generally cash but for the practical thinking of
Vietnamese housewives, this award has a very different appeal. The campaign helped increase
sales to 103% before Tet.
But most importantly, the level of market penetration into each household spiked to 28%.
The campaign also helped consolidate all Knorr's Brand Pyramid indices, especially
"Conviction", increasing from 42% to 46% over the same period last year, which proves a
stronger link between the brand and consumers.
Lastly, the campaign also helped Knorr to have an emotional connection with consumers and
made the brand a symbol of the traditional Vietnamese New Year. The campaign deserves to be
the most memorable campaign for the Lunar New Year, across all industries. Consumers were
extremely excited about the "Lucky Flavor" and voted for the campaign to be in the top 2 of the
unforgettable campaigns in Vietnam.