Oishi Snack Tom Cay
'Cavemen'
BACKGROUND: In general savoury snacks is perceived as unhealthy. This is because most of them are fried.
The Vietnamese are health conscious people. They believe that fried food/snacks gives body inner heat that is one of the cause of sickness.
CONCEPT:
"Oishi Snack Tom Cay is roasted not fried."
We wanted our communication to be direct, simple and carries the Oishi brand DNA which is fun and carefree.
'Cavemen' is a perfect example of people who cooks their food by roasting. We thought that using this visual queue is spot on to communicate and symbolize our roasted snack message.
CAMPAIGN COMPONENTS:
Television
Key Visual
Outdoor
POSM
Digital Web App