KIDO Group: Premier Media Partnerships for Vietnam's Festive Seasons

Vietnam's Mid-Autumn Festival and Lunar New Year are the two seasons on which food brands stake their year, and competition for attention is intense. KIDO Group, one of the country's leading food and beverage companies, had three campaigns in 2024 to carry its brands through both: KIDO's Bakery and Tho Phat for mooncakes, and Tuong An for margarine.

The group wanted its corporate reputation and its brands to rise together, with coverage that told the heritage and quality story behind each product rather than product listings, in the titles that Vietnamese families and business readers trust.

Ruder Finn Era treated the three campaigns as one editorial calendar running from August to December 2024. For each, the team developed tailored content that gave general, mainstream and business media a distinct story: tradition and innovation in mooncakes, the community role of a national bakery brand, and the heritage of a margarine that Vietnamese families have cooked with for decades.

Placement was designed as partnership rather than pitching, with premier titles carrying feature-length treatments that highlighted KIDO Group's key messages and products for a meaningful Mid-Autumn Festival and Lunar New Year. Every piece landed in tier-one media, across both print and online.