By 2015 Fami was already the largest soya milk brand in Vietnam purchased almost exclusively by housewives.Other members of the family would occasionally consumer the product but the relationship with the brand was tenuous. Fami wanted to become more relevant to young members of Vietnamese families by being the first brand to celebrate Vietnam Family Day. So we create a harshtag #nhalanoi (#homeis) and the whole campaign was built around this harshtag which was taken directly from the brand slogan Home is where Fami is.

 

 

 

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