Vietnam-Australia Business Brand Promotion 2020
Overview
In 2020, when the Covid-19 pandemic had a strong impact globally, the demand for food continued to rise. Vietnam’s rice prices reached record highs on the international market, leading to price increases for many other essential goods. In this context, the Vietnam Fisheries Association, in collaboration with Viet-Uc Joint Stock Company, launched a communication campaign to boost confidence and encourage farmers, especially shrimp farmers, to continue restocking and developing production.
Solution
The campaign focused on creating tightly structured communication content that kept pace with updated information on import-export situations and market development directions provided by experts and government policies. The communication plan was clearly structured, emphasizing the importance and timing of restocking shrimp to ensure a stable supply and good selling prices for farmers.
The content also included recommendations on selecting quality shrimp breeds and preventing diseases, contributing to higher productivity and profitability. At the same time, the campaign carefully selected media partners, including 10 reputable domestic press and television agencies such as VTC16, Thông tấn xã, Nhân Dân, Vĩnh Long, HTV, to ensure wide coverage, with a particular focus on the southern region, where aquaculture density is high.
Results
The campaign was implemented on schedule and created strong ripple effects within the shrimp farming community in the southern region. Wide coverage and high engagement helped convey key messages about sustainable development and aquaculture restocking.
Positive feedback from farmers, professional agencies, the Vietnamese government, and international partners confirmed the campaign’s success. This was an important step in stabilizing the seafood market, promoting production, and protecting the interests of farmers during the pandemic’s challenging period.
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