MASAN
PHỞ STORY BY PHỞ THÌN BỜ HỒ
OBJECTIVE
Launch a premium instant phở inspired by traditional craft.
INSIGHT
For Vietnamese consumers, “phở” is a cultural ritual, not just a dish.
SOLUTION
Earned media through testimonials & UGC
Activation
Multi-influencer & community-led storytelling.
RESULTS
- Millions of social reach
- Broad coverage across TV news and PR channels
