Toi Thu Di - Communication campaign about food venues in HCMC = Tới Thử Đi - Chiến dịch truyền thông về ẩm thực tại TPHCM

Abstract

The trend of eating out has been growing, leading to the demand for finding an affordable, delicious place to eat out. However, many people are struggling when choosing a location to eat out, especially if they are going to another area of the city. Beside that, eateries' owners also want to find a place to promote their location. Currently, with an order, the fooddelivery applications from technology companies receive both revenue cut-off from the eatery and discount money from the shipper's bill of lading. The more they depend on the app, spend too much money on promotions, the higher the revenue but the lower profits, making the wave of leaving or becoming less dependent on the app become more and more drastic. Faced with the above situation, the team has chosen to launch a communication project called “Toi Thu Di”. The main product of this campaign is a series of short videos, focused on introducing eateries in District 5, Ho Chi Minh City with the desire to promote District 5 culinary culture to everyone, contributing to promoting the district's economic development according to the city's policies. In addition, the group also wants the TikTok channel to become a different solution for eatery’s owners. The product is published on TikTok as the main platform, and Facebook as the supported platform.