Korea · Daesang · Sauces · AI Music Contest · Tết
A Korean pasta sauce that Vietnamese families only knew one use for.
O'Food had been in Vietnam nearly ten years and was losing share. Consumers couldn't place the taste, and had no idea the sauce was good for anything but spaghetti. We used Tết — and generative AI — to teach them a new habit.
Business problem
Ten years in market, and still a one-dish product.
O'Food Spaghetti Sauce is made by the Korean food company Daesang. The brand had become familiar to Vietnamese shoppers over nearly a decade — but familiarity had stopped converting.
Two things were happening at once. Share was under competitive pressure, and consumers could neither articulate what the sauce tasted like nor imagine using it flexibly across other dishes. A product with one occasion has one ceiling.
Marketing objective
Reposition the product's job
Establish O'Food Spaghetti Sauce as a multi-purpose cooking sauce for a fast, balanced, complete meal — not a single-dish ingredient.
Communication objective
Attach it to family connection
Build the perception that the sauce can be used anywhere, for many dishes, and that the meal it makes brings the family closer together.
Strategy
Lead a new behaviour, don't argue about taste.
Remix Tết, bring us closer
Rather than defend the flavour, we opened a new use case at the highest-stakes cooking moment of the Vietnamese year. If the sauce could earn a place on the Tết table, its everyday ceiling would rise with it. The critical guardrail: remix Tết, don't replace it. The campaign had to read as a playful addition to tradition, never a substitution for it.
This also opened a commercial door the brand hadn't been using — a genuine seasonal window for a product that had been sold as year-round and occasion-less.
The mechanic
An AI song only you could have made.
We built a microsite that composed a personalised track from what each user told it — then asked them to cook to their own song on TikTok.
Register
The user enters their name and email to begin.
Choose the ingredients
They pick from set keywords: a familiar ingredient, words describing the Tết they're dreaming of for 2025, the person they want to send their 'remix recipe' to, and the genre and mood they want.
Generate with AI
The system writes lyrics and a track from those inputs, suggesting a recipe back to the user inside the song.
Enter the contest
They film themselves cooking with the sauce, using their own generated track as the audio, and post to TikTok with the campaign hashtag.
The film
A Korean sauce, told in unmistakably Vietnamese.
We wrote and produced the brand track and TVC end to end.
O'Food · Tết campaign
Biến Tấu Tết — Thêm Gắn Kết
Ward loudspeakers, the traffic horns before Tết, a pot of braised pork simmering, a mother's kitchenware clattering — set against a Gen Z lead in a retro family home.
Watch on YouTube ↗Creative
A Korean product, told in unmistakably Vietnamese.
We wrote and produced a brand track and TVC built on deliberate cultural specificity — the Hanoi flag tower, Trấn Quốc pagoda, real locations used on purpose to make an imported product feel native to a young audience that increasingly prizes local identity.
The film sets a traditional family in retro, vintage tones against a distinctly Gen Z lead, so the generation gap is visible in the grade itself. The sound design carries it: ward loudspeakers, the traffic horns of the run-up to Tết, a pot of braised pork simmering, a mother's kitchenware clattering.
Amplification
Carried across the VCCorp network.
The campaign ran out through our own page system rather than a bought media list.
Results
Four weeks, 146% of target.
A product tied to fast, novel, Korean food became a reasonable thing to cook at Tết — and the brand gained a seasonal window it had never commercialised.
Keep reading
More work in women & family.
Each of these ran in the same market, through the same owned publisher, community network and KOL bench.
Social Athena — Women & Family Practice