Mondelez Kinh Do

​Business Challenges & Campaign Objectives​ From Client

Mooncake is the signature cake & gift during Mid-Autumn Festival, it used to bring a lot of excitement to youngsters at the festive. However, during the rapid change of the modern lifestyle, Mid-autumn festival has been losing its relevance and Mooncake tilted to gifting rather than a cake for sharing & enjoy together. As the market leader & a long-heritage brand, Kinh Do Mooncake wants to run an 8-week-IMC campaign. Through this campaign, we want consumers to:

▪ THINK: Having & sharing mooncake is the hook of celebrating Mid-Autumn festival

▪ FEEL: Kinh Do Mooncake is such special mooncake, both excitingly tasty and worthy/wellsuited for gifting.

▪ DO: purchase, experience & share Kinh Do mooncake as a ritual to celebrate Mid Autumn Festival.