Agency: Mullen Lowe Vietnam
Client: Unilever
Campaign: Knorr - Tastes of Mom
Knorr, the food and flavor experts wanted to reignite interest in its products during the seasonal lull that follows Vietnam’s Tet Lunar New Year. By celebrating moms and home chefs across the country, through acknowledging the love and devotion they put into every meal while highlighting the role flavor plays in bringing food to life.
Flavor can evoke a place, an occasion, even a memory, but we wanted to see if it could describe a person.
We invited 3 different families from 3 distinct regions of Vietnam and did a thorough series of interviews we asked them what makes their mom, mom. With the help of a Celebrity Chef, we set about creating a menu, with a difference, by designing and creating individual meals for 3 everyday moms, bringing their backgrounds and personalities to life, on a plate.
By sourcing ingredients found in their hometown regions and flavors that accentuated their individual character traits, we were able to create personalized recipes, that described each of our moms in every mouthful through unique signature dishes.
My role in this project is creating the logo of the campaign and microsite for it.
