Oishi appoints Leo Burnett for snack brand in Vietnam

As the leading brand in the snack category, Oishi is aiming for differentiation among other competitor brands.

Leo Burnett has created an integrated campaign running across TV, print, outdoor, point-of-sale and digital channels.

Targeting teens, the campaign will seek to allow Oishi snack brands to stand out from its competitors and clutter in the media space.

At the centre of the campaign is a TV spot, titled “Dancing bears”, the 30-second clip shows a group of teens camping in the jungle and being confronted by three bears. When offered the Oishi snack, the bears break out in a humorous dancing routine.

The first brand campaign will debut in the country today.