CHALLENGE
Create brand positioning for Canadian Food Brand in Vietnam
– Low diversity and customer awareness of Canadian food products in Vietnam, which leads to low demand.
– No signature restaurants/ stores for Canadian goods.
– Importers and retailers have not made much effort in promoting Canadian products.
SOLUTION
WHY: Vietnamese consumers are more conscious with their health and spending after the Covid-19 pandemic. From there, they tend to look for healthy, high-quality products – or premium food products, yet affordable and easy to buy.
WHAT: Canada has a safe food system with clean food sources and a sustainable environment.
HOW: High Quality, Premium Products, Affordable, Accessible
WHO: Brand Switcher, Distributor/Retailers, F&B/Hospitality
BIG IDEA
And as a result, the extreme of plenty of great things just combines and helps shape the image of Canada in general, but also Canada food and agriculture in particular into an extremely sympathetic country with safe, high-quality food from a pristine, sustainable environment that is made by trustworthy people.
