Pho De Nhat — Heritage Recipe Campaign
Overview
As Account / Creative Planner / Part-time Brand Executive / Booking, I covered Content Writer, KOC/KOL Booking, and Short Video Content Direction on this campaign — built around Pho De Nhat's "Heritage Recipe" story ("15 years selling pho", 12-hour bone broth) and anchored by the brand's flagship store opening in Hanoi's Old Quarter (10 Ly Thai To, Hoan Kiem — 13/6/2024).
Content Writer
Wrote the key message and caption system carrying the "Heritage Recipe" story across Facebook and TikTok — the 15-years-selling-pho claim, the 12-hour bone broth process, and the grand-opening announcement copy ("Hà Nội ơi!!! Phở Đệ Nhất khai trương").
Wrote copy tying the restaurant campaign to Pho De Nhat's Acecook-partnered instant noodle line (Phở Bò, Phở Gà), so the same heritage story worked across both the dine-in and retail sides of the brand.
KOC/KOL Booking
Sourced and booked KOC/KOL for the grand-opening key visual and launch content, briefing talent on the heritage-recipe angle so their content stayed on-message rather than generic restaurant reviews.
Coordinated KOC visits and check-ins around the Old Quarter opening day itself to generate authentic, on-the-ground content alongside the produced key visual.
Short Video Content Direction
Directed short-form video for TikTok and Facebook around the opening and the 12-hour broth process — framing the kitchen/broth-making process as content, not just the finished bowl, to back up the heritage claim with something viewers could actually see.
Skills Applied
Copywriting & key message development, KOC/KOL sourcing and briefing, short-form video content direction, and campaign coordination tying a physical store opening to ongoing social content.