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GAU DO
A PR Launch Presentation

March 15, 2012

VIOLETA COMMUNICATONS
Thursday, March 15, 12

THE BRIEF
Agency is tasked to develop an effective
and impressive communication PR
campaign of Gau Do Instant Porridge.

Starting on 20 March to 30 April - 2012
+ Budget: 2,000,000,000 VND


THE CHALLENGE
• How to generate awareness, interest
and trial among new users/switchers
(home porridge to Gau Do)

• How to own a mindshare on as
good as home made porridge,
not just by share of voice
(media) but by persuasion
(content)

• How to drive continued
consumption and increased
usage among loyals/patrons


PR TASKS
Change the instant porridge perception to positive

Own the instant porridge category by associating
or likening it with home made porridge

More ownership
NORTH
of the category
and intensify
Branded brand appeal
content
SOUTH


STRATEGY

Inspire a persuasive take out of Gau Do

Porridge as a genuine, real goodness,
taste and nutrition of home made porridge
with added value of Vitamin B


PR PLATFORM
Gau Do = Home Made Porridge

+ More Nutritional Value


PR TALKING POINTS
Gau Do Porridge, has the same goodness and
taste of home made porridge that you love but
with more nutritional benefits and convenience.

SE-BEST technology

No artificial preservatives

Mekong rice + Mix Rice

Vitamin B


CAMPAIGN DESIGN
Phase 1 Gau Do
As good as home-made porridge.

Phase 2 Gau Do
Porridge that you love, made better.


EXECUTIONAL DELIVERY

Combination of branded and natural PR

Influencer(and not star power) will need to give
credibility.

Run a coherent media plan that will synergize with
print

Maximize reach but prioritize effective persuasion


PHASE 1
As good as home-made porridge.


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As good as home made porridge
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NORTH
NORTH The sweet taste of
porridge your mom
Can instant porridge used to cook is here
be as good as home (Vị ngọt cháo mẹ
cooked porridge? nấu là đây)
(Cháo gói có ngon We deliver persuasion
như cháo nấu?) around attributes of putting
the best elements together
to make the same
We exploit creative stories to goodness of home made
tell key talking points about porridge that you can only
how Gau Do is as good as find in Gau Do porridge: as
home made porridge good as mom cooks.


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SOUTH
NORTH
Mom's best kept secret:
3 reasons to help kids stay at
the porridge my kids
home; Gau do Porridge tops the
love! Now easy and
list.
ready with Gau Do
MC Quynh Giang will not be able Kids only stay at home when they find an
to balance her busy life if she does attractive reason that cannot step out of the
not know what is the best choice, door:
espcially for her 4 cute kids. Her - TV:cartoon and music programs with idols
secret to persuade the kids in their they love
meal is Gau Do porridge with its - home games: enjoy the funs of playing
attractive aroma and taste. With exciting games with parents or friends/relatives
Gau Do, kids' favourite dish is - and delicious dishes that their moms cook:
always ready and easy. Gau Do porridge now will be added to Mom's
At the bottom of the layout there list because of the non-stop facy taste it offers.
will be a box of 2 suggested At the bottom of the layout there will be a box
recipies to have attractive and of 2 suggested recipies to have attractive and
nutritious porridge for kids. nutritious porridge for kids.
Celebrity Story


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Baby must eat- Nutritious
porridge, now made easy with
the same goodness and
Have the goodness of delicious taste
home-made porridge
in a snap, anywhere, Porridge is nutritious and easy for kids to
anytime… as good as eat, especially when:
+ they are sick,
home + after the playing and having a lot of
sweat,
Gau
Do
porridge
brings
you
the
+ or even it is a good snack between the
feeling
of
home
porridge
not
only
meals.
because
of
its
taste
but
also
the
And they will never deny the attractive
real
value
and
quality
its
oﬀers.
As
aroma and delicious taste that Gau Do
tasty
as
homemade,
as
nutri=ous
offers. Wish some lovely decoration and
as
homemade! the charm of Gau Do itself, Moms will give
her kids the best Porridge in her busy life.


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Career woman's
Expert Mom day in the life:
knows the best quality and
porridge efficient time:
goodness at always manage to
home… pull off a delicious
and nutritious
Nutrition expert Mom knows porridge any day!
well about criteria for a
delicious and nutritious
porridge, and always tries to Modern woman will
give her kids the best she can. never forget her role as a
Gau Do is always trusted by wife and a mother in her
her to be the instant porridge family, especial the food
that can offer the nutrition she cooks for her
and taste as good as husband and kids. Gau
homemade one when she Do porridge is her
doesnt have much time to interesting exploration
prepare. and has been her best
friend to keep her family
healthy and happy with
their meals.


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The truth about home made meals
for babies: not all home prepared
nutritious meals are the same My career begin with
my Mom's home
There is a truth that sometimes Moms made porridge
can make mistakes while cooking
such as overcooking, loose the
balance of the spices, or choose the Popular chef talks about his favorite
wrong ingredients…those are factors meal from his mom: the home made
that can make her porridge not as porridge that inspired him to learn how
tasty and nutritious as it should be. to cook. To him, to make delicious and
Meanwhile, Gau Do instant Porridge, nutritious porridge is an art and he highly
with its advanced technology and evaluate the taste with the benefit that
essential ingredient, can offer you a Gau Do instant porridge can offer
standard proportion of best taste with
Vitamin B for your health.


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Gau Do Instant
Porridge reminds
me of home
As good as it gets: Gau Do
Celebrity confesses their sweet Porridge captures home made
memories of home and how Gau
Do reminds them of Mom and their goodness with all natural
cherished child hood ingredients

Now with Gau Do porridge, you can
find any best value and quality that a
homemade porridge can have


p
-U
ia
T ie As good as home made porridge
ed
M

Introducing delicious 12 porridges for
kids from the reputable Mom Chef
A COLUMN series of 4 successive publications of 1 outcome (Tiep Thi Gia Dinh/ Me Yeu
Be…) to suggest different kinds porridge taste with fresh and fun color for the whole family
which is delicious and looks appetizing.


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Same old feeds for Porridge a must have
your sick baby: now for family bonding
you got Gau Do with during busy days
the same goodness
and caring taste No need to go to the market and spend
hours to collect all the ingredients that make
How you feed your kid is always important a perfect and nutritious porridge. Food for
element moms should care when raising kids, busy day of the family will be still perfectly
and it become more important when kids nutritious and as good as cooked with just
get sick. There are 3 things moms must supply some minutes with Gau Do porridge.
for their kids during this time are: Gau Do porridge, keep family close, even
+ Water you dont have much time!
+ Vitamin
+ and Porridge, as the easiest and nutritious
food for kids' body.
Gau Do now, with the best quality and taste
is here for moms to take every care of her
beloved children.


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My mother-in-
law praises me
for my porridge
cooking A bowl of porridge a hard
work from a busy mother
Story of a man who had chance to made easy
show his 'cooking talent' with his
father in law in the past Women's Feature Gau Do porridge as an effective
day (08 March). He was so wise to supporter for Busy moms to finish her task
use a very simple and convenient of being a wife, a mother perfectly with
food, Gau Do porridge, with other nutritious and tasty porridge that is always
ingredient to make a perfect her kids and husband's favorite dish.
porrige that his mother in law At the bottom of the layout there will be a
complimented a lot. Now he knows box of 2 suggested recipes to have
that cooking is not difficult at all attractive and nutritious porridge for
because Gau Do is here for him to family.
explore and perform.

testimonials


ry
ta
en Self Introduction clip should be one clip for all channels in Vietnam, it will be 3 major contents:
-          Introducing NEW Gau Do Porridge
m

-          Introducing Se-Best technology
cu

-          Outstanding elements of the Gau Do Porridge
Do

Gau Do: 3 Minutes to Delicious Home
Made Porridge You Grow Up With
• In today's busy life, arranging time to take care of the family was difficult, the processing of
aromatic meals, tasty and safe is harder than many times. In particular, capital soup familiar
to families in Vietnam, the ancestors used to care for relatives, friends, as few have the
opportunity to appear in the daily meal. This indeed is a problem that housewives
"headache".

• One solution is making porridge. For a long time, consumers around the world have favored
the type of rice porridge with Vietnamese convenience its outstanding advantages
compared to other packaged foods.
In Vietnam in recent years, Asian Food companies have used a completely new technology,
combined with premium materials to create the type of rice porridge is not only delicious
home cooked as porridge, which also add B vitamins good for health. This is an indispensable
product for housewives today.

• Introducing NEW Gau Do Porridge with outstanding elements and Se-Best technology


s
on edia

ip
rsh
so
M
Sp

homemadesimple Food & Recipes
home organization
creative things that you crafts
can do by yourself for home decor
family, kids to show how garden
much you love and care
for them


d
un
ro
G
n
O

Gau Do JUNIOR CHEF CONTEST:

+ Time: Mid April to Mid May (4 weeks)
+ Purpose: This will be a chance for kid to show their talent and enjoy the fun of cooking. Gau Do will be the main
ingredient in the porridge and bring funs with attractive taste to kids.

+ Execution: organize in 4 Districts of HCMC, cooperate with the Organization of Women and Cultural House for Kid to call
for participating in the contest, where kid can cook their own porridge and mix it with other ingredient, then decorate it in
their own way è we will have prize for the best kid with certain criteria, and have media to cover the contest.


PHASE 2
Porridge that you love, made better.


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PORRIDGE THAT YOU LOVE, MADE BETTER
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Nurture your baby's How to provide Vitamin B for your family
nutritional need
with a delicious bowl of
Gau Do Instant Porridge
Role of Vitamin B (4 kinds B1, B2, B6, B12) to the
When your baby begins feeding, health of the family.
he/she needs the right nutrition to * Where you can find vitamin B? Beans, meats, egg,
ensure his optimal growth. nuts, cereals, milk, pig livers...
* An easy way to provide Vitamin B for your family :
You feel unsure if your food can Gau Do porridge
deliver the right nutrients. However,
Gau Do porridge can be your
solution.
- Provide enough nutrition value
for your baby's health: nutri,
protein, nature oil,...
- Convenience: easy to prepare a
delicious meal for your baby


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Nutrition expert's grocery
check list
Gau Do is hero as constant
and easy - delicious source
of Vitamin B

According to nutrition expert A
(endorsor), there is few
convenience food providing
Vitamin B
- Vitamin B plays an important role
for kids' growth. However, there's a
lake of Vitamin B in convenience
food.
* Gau Do porridge is an exception:
easy to cook & provide much of
Vitamin B


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Essential Family Nutrition check list
Every Sunday, Ms Mai (testimonial) spends about 20 minutes to make a food list for
the next week. She makes the list to make sure that she won't miss any necessary
food for the whole family.

- Gau Do porridge is a "must have" in Ms Mai's food list because it is one of the
most favorite food of her 5-year-old son.

Box: Nutritional values in a Gau Do porridge bow


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Chef expert talks about the perfect porridge then latch Gau Do as
having the perfect mix blossom, stickyness and smell

According to Chef A, a perfect porridge bowl
must have:
1) good taste,
2)provide some vitamin, nutri good for health;
easy to cook
Box: Gau Do porridge


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A valuable offer in every serving ---
Mom's show care for appetite
and nutritional value

* A valuable offer in every serving: how Child athlete's must-have daily
much is enough?
* Prepare how many ingredients for a
snack - a Gau Do filled with mom's
bowl? home made goodness and taste
* Mom's show care for appetite and plus Vitamin B
nutritional value
* Gau Do porridge provide most nutrition
and vitamins you need *Before each game, child athlete is served
home made food, filled with vitamins
*Quick and easy,
*Gau Do - with mom's home made goodness
and taste plus Vitamin B


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More nutrition in 3 minutes: The
Gau Do porridge Advantage Nourishment or convenience?

It is said that convenience food isn't as nourish as
A secret for busy women: prepare a
the home made. So, moms seem have to choose
delicious snack for your kids in just 3
1 of the 2 benefits. However, Gau Do porridge
minutes. Suggestion list:
should bring both: nutritional values for kids and
- Biscuits; - Soup; - A bow of instant
convenience for mom.
porridge;


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en
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m PORRIDGE THAT YOU LOVE, MADE BETTER
ga
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PHOTO CONTEST “I LOVE GAU DO”
Content:
A 4 –week Photo contest for member Webtretho named “Tôi yêu Gấu
Đỏ” (I love Gau Do)

Members share pictures of their family enjoying Gau Do instant porridge.
Purpose:
-          Create an fun and lively activity in Webtretho, the most popular
forum for MOMS and KIDS, give them a chance to share and show
their happy and proud moments of their family
-          With the sponsorship and cooperation of Gau Do porridge, the
forum wants to share as many recipes for porridge as possible, for
member to serve their family good porridge
Gau Do porridge also wants to send the message about their product: “as
good as homemade porridge” which is convenient, delicious, and
nutritious è Gau Do porridge is introduced to the right target audience:
family.
Supporting channel:
-          Forum seeding: about “How instant porridge can be as good as,
and replace homemade porridge” in 4 weeks (aired 1 week before
the contest), and will embed the information of the contest in the
discussion.
-          Flash banner: on webtretho, and to link to the contest when
clicking to it. (aired during the contest in high traffic position)


Thank You!


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