Mondelez Kinh Do Creates a ‘Special Invitation’ for Those Unable to Travel Home for Tet

Last year was tough for many people in Vietnam, with earnings affected by a slowing economy, making travelling home to celebrate Tet (Lunar New Year) more difficult in 2024. 

With the launch of ‘Special Invitation’, Mondelez Kinh Do is calling on people to invite a friend or colleague to join their reunion dinners when they can’t travel home for Tet. Reunion dinners are the most important event held during Tet festivities when multiple generations of family members gather after a long year, but traditionally, only immediate family members are invited.

The film drives consumers to a microsite where they can create an invitation for their friends and colleagues, and is supported by a podcast, KOLs and online engagement with digital strategy by Digitas, PR by MSL, and production by Prodigious Vietnam.

“This Lunar New Year, we saw an opportunity to show how a small gesture can go a long way towards lifting the spirits. It continues a long series of campaigns from Mondelez Kinh Do, which are dedicated to keeping traditions alive in Vietnam – an important part of our brand mission,” explains Sameer Yadav, Marketing Director at Mondelez Kinh Do Vietnam.

Last year, Mondelez Kinh Do also called on Vietnamese employers to give people one full day off to celebrate Tet Trung Thu (mid-Autumn festival), the second biggest festival in Vietnam; while in 2021, the brand empowered people to bring old family photographs to life, keeping the Trung Thu festival atmosphere alive during lockdowns.

Paolo Garcia, chief creative officer at Publicis Groupe Vietnam added, “Vietnam is transforming at an extraordinary pace, and some of the country’s most cherished traditions are at risk of being left behind. It is a wonderful honour to work with the team at Mondelez Kinh Do to keep traditions alive, this time reminding everyone how important it is to preserve Vietnamese culture and celebrate Tet with the people we care about.”

Within six days of launching ‘Special Invitation’, the campaign achieved over 1.6 million views on YouTube and TikTok, and 20,000 visits to the microsite.