BACKGROUND
Thuận Ngư is a new entrant in the fish sauce market, aiming to establish itself as a high-quality yet affordable choice for consumers. Despite its premium ingredients and traditional fermentation methods, brand awareness and trust remain low. This campaign is designed to quickly build recognition, educate consumers on Thuận Ngư’s unique qualities—fresh materials, traditional fermentation, and high protein content—and drive product consideration. By leveraging a mix of iTVC, social media, PR, and sampling activations, the campaign seeks to position Thuận Ngư as a trusted and superior fish sauce brand in a competitive market.
RE-SHAPE BRAND CONTEXT
Thuận Ngư is a high-quality fish sauce brand in the middle segment, offering an affordable yet premium taste. Rooted in tradition, it emphasizes natural fermentation for a wholesome dining experience. Competing with brands like Nam Ngư and Chinsu, Thuận Ngư faces the challenge of building trust and awareness. Its unique edge lies in fresh anchovy ingredients, pure sea salt from Central Vietnam, and traditional fermentation at 584 Nha Trang, ensuring rich umami flavor and high protein content. With modern filtration and packaging, Thuận Ngư delivers purity, safety, and authenticity to consumers.
ONLINE COMMUNICATION OBJECTIVE
The primary objective of Thuận Ngư’s online communication is to quickly establish brand awareness and build trust among target customers. This involves strengthening product perception by highlighting key attributes such as the use of fresh materials (real fresh fish), traditional fermentation methods, and high protein quality. A robust owned-media strategy will be developed to create strong product consideration, effectively guiding consumers through key purchase touchpoints.
iTVC – CÂU CHUYỆN BÁU VẬT BIỂN CÀ NÁ
A compelling short video showcasing Thuận Ngư’s commitment to fresh ingredients, traditional fermentation, and high protein quality. The story highlights the brand’s authenticity and trustworthiness, reinforcing its premium yet affordable positioning.
SOCIAL POST
Engaging content featuring product benefits, behind-the-scenes production insights, and customer testimonials. The posts emphasize fresh materials, traditional methods, and high nutritional value while driving awareness and trust.
PR
Articles and press releases positioning Thuận Ngư as a high-quality fish sauce brand rooted in heritage. The content focuses on the brand’s unique fermentation process, purity, and nutritional benefits to build credibility and interest.
SAMPLING ACTIVATION
On-ground and digital sampling campaigns allowing consumers to experience Thuận Ngư’s rich umami taste firsthand. These activations aim to boost trial, generate word-of-mouth, and increase brand consideration.
