Campaign

The Flavor Of Hanoi In Every Cake

Brand

Custas Cốm (Vietnamese Green Rice)

Success Story

• High engagement rate and achieved the goal of reaching modern housewives, aged 25-34.
• Succeeded in building the brand image for Custas Cốm (Vietnamese Green Rice), highlighting cultural values and positioning the product within the community.
• Achieved KPIs by delivering content that accurately conveyed the unique selling points (USPs) and was stylistically suitable for the target audience across channels.

Background & Objectives

Orion launched the new Custas Cốm (Vietnamese Green Rice) product with the aim of conveying the flavor of Cốm – a long-standing culinary cultural value of Hanoi people into every soft, delicious, and nutritious Custas cake, through a marketing campaign in collaboration with Novaon.

Novaon Digital’s Implementations

Leveraging the meaningful values that Orion wanted to convey, we implemented the campaign with creative advertising content that highlighted the message, combined with eye-catching visuals to resonate with the target customer’s insights. Thanks to this, the campaign succeeded not only in reaching the right customer segment but also in conveying the culinary values of Hanoi through marketing activities.