Compilation of Lotteria TVCs that attract viewers.

Lotteria, one of the "giants" in the Vietnamese market, has proven its position not only through product quality but also through impressive marketing campaigns. This article will delve into a compilation and analysis of the most attractive Lotteria TV commercials, while also dissecting the core elements that have contributed to their success, helping Lotteria secure a firm position in the minds of Vietnamese consumers.

The importance of TV commercials in Lotteria's marketing campaign.

Lotteria's commercials are more than just food introductions; they are short stories "cooked" with eye-catching visuals, stimulating sounds, and messages that resonate with consumers. From emotionally charged brand-building commercials to videos introducing new products that make viewers "crave them just by hearing about them," each Lotteria TVC is an effort to connect more deeply with customers.

Before delving into a detailed analysis, we need to understand why TV commercials are so important to Lotteria. In the fast-food industry, purchasing decisions are often impulsive, strongly influenced by emotions and immediate cravings. An effective Lotteria TV commercial can accomplish three tasks simultaneously:

• Building brand identity: This will make Lotteria the first thing customers think of when they want to eat fried chicken or hamburgers.
• Stimulates the taste buds: The TV commercial must make the food look so delicious that it's irresistible, triggering the viewer's craving.
• Motivate action: Announcing promotions, new products, or attractive combo deals creates a reason for customers to visit the store or place an order immediately.

Lotteria TVC campaigns are always meticulously planned to balance these three elements, creating a powerful and flexible marketing tool that directly impacts revenue.

The most attractive and engaging Lotteria TV commercials.

To better understand how Lotteria wins over its audience, we will analyze four typical TV commercials with four completely different approaches.

1. Lotteria TV Commercial (2015) – “Just hearing about it makes you crave it”

This can be considered one of Lotteria's most iconic and successful TV commercials in Vietnam, garnering over 1.1 million views (a very large number in 2015).

• Core strategy: Sensory marketing, This TV commercial doesn't focus on a specific product, but rather on the experience. It opens with colorful, playful images of customers enjoying Lotteria's food.
• Message: The advertisement asserts that Lotteria's appeal is so strong that even the sound alone is enough to trigger hunger. This advertisement isn't selling a piece of chicken; it's selling an irresistible craving.
• Attractive features: The TV commercial concludes with images of family and friends gathered together, associating the brand with the message "Where joy begins." It positions Lotteria not just as a fast-food restaurant, but as a destination for togetherness, happiness, and sharing. This is a classic and highly effective branding strategy.

2. Lotteria's "Fried Chicken Universe" – My Favorite Moment

While the 2015 TV commercial focused on family emotions, this Lotteria TV commercial is aimed directly at younger customers, especially Gen Z.

• Core strategy: Experience the vibrant energy and youthful vibe. The TV commercial utilizes modern special effects, eye-catching colors, and incredibly energetic music. It creates a "fried chicken universe" where everything is lively and magical.
• Message: “My FAVORITE Moment.” This message is highly personalized. Lotteria wants to say that every time you come here, you are creating a memorable moment just for yourself.
• Attractive features: The dynamic, fast-paced visuals and the enthusiastic depiction of young people enjoying their food make this TV commercial more than just advertising food; it promotes a youthful, fun, and trending lifestyle. It successfully revitalizes the brand and makes Lotteria feel like a part of youth culture.

3. Golden Snow Chicken – “A feast of joy and satiety”

This is a perfect example of a tactical TV commercial, with a very short duration of only 16 seconds but conveying an extremely clear message.

• Core strategy: Focus on the new product. The sole objective of this TV commercial is to introduce the "Golden Snow Chicken" and make you want to try it immediately.
• Message: "Delicious beyond compare" (affirmation of quality) and "A satisfying feast" (defining the context of use).
• Attractive features: This advertisement is a prime example of "food porn," using close-ups and slow-motion shots of crispy chicken coated in tempting snow cheese. This imagery directly appeals to the viewer's visual and gustatory senses. The "party" message suggests it's the perfect food to share with friends, encouraging group purchases or larger combo deals.

4. New Brioche Burger – “Rich in egg flavor, fragrant with butter”

Similar to "Golden Snow Chicken," this Lotteria TV commercial focuses on the product, but with a more sophisticated strategy: elevating the product.

• Core strategy: Stimulate your taste buds with detail.. This TV commercial doesn't just say "the burger is delicious," it explains why it's delicious.
• Message: The use of terms like "Brioche" (a type of premium French bread), "rich in egg flavor," and "aroma of butter" positions this burger as a premium product, distinct from ordinary burgers.
• Attractive features: The TV commercial successfully created curiosity. Viewers would wonder: "What does the rich egg flavor taste like?", "What does the buttery brioche taste like?". It not only stimulated appetite, but also stimulated desire. curiosity In terms of flavor, close-up shots of melting cheese, juicy beef, and a glossy crust perfectly capture the essence of the dish, stimulating the taste buds to the highest degree.

Factors contributing to the success of Lotteria TVC

From analyzing the four examples above, it can be seen that Lotteria's successful TVC campaigns are not accidental. They are built on carefully calculated core elements:

1. Striking the "insight" into taste and emotions.

The biggest success factor of Lotteria's TV commercial is its deep understanding of customer psychology. Lotteria knows that customers are not just buying a meal; they are buying a reward, convenience, and a small joy in their day.

• Taste: They never fail to make food appealing. As analyzed, the "Food Porn" strategy is masterfully employed. They understand that in 30 seconds, the image of crispy chicken or stretchy cheese is worth a thousand words.
• Feeling: From the TV commercial "Where Joy Begins" to "My FAVORITE Moment," Lotteria has consistently associated its products with positive emotions: family happiness, friendship joy, and youthful energy. This creates a lasting "Brand Love."

2. The message is clear, concise, and catchy.

In the age of "surfing" and short attention spans, a 30-second TV commercial needs to convey a message immediately. Lotteria does this very well:

• TV commercial for brand building: "Just hearing about it makes me hungry," "The place where happiness begins."
• Product TVC: "Golden Snow Chicken - A feast of joy and abundance."
• TV commercial promotion: The message is clear: “value.”

This clarity ensures that even if viewers only glance at it casually, they will still grasp the main message that Lotteria TVC wants to convey.

3. High production quality

For "Food Porn" to be effective, the production quality must be perfect, and Lotteria has clearly invested heavily in this:

• Image: The shots are always sharp, and the lighting is meticulously set up to highlight the texture of the dish (the crispness of the chicken skin, the juiciness of the meat, the sheen of the sauce).
• Sound: Sound is a "weapon." The crunching sound of biting into a piece of chicken, the sizzling of hot oil, the sound of ice clinking against a glass of water... all are amplified to maximize the impact on the auditory senses, as in the TV commercial "Just hearing it makes you crave it."
• Music: The music is always chosen to suit the purpose. It could be cheerful, gentle background music for a family atmosphere, or energetic, catchy electronic music to appeal to young people.

4. Diversification and Flexibility Strategy

The Lotteria TVC collection demonstrates a very flexible strategy:

• Brand-building: Video 1 – Creating love and emotions.
• Brand experience: Video 2 – Connected to the youthful lifestyle.
• Product launch: Videos 3 & 4 – Creating curiosity and desire for the new dish.

This diversity helps Lotteria maintain its freshness in the eyes of the public. They both reinforce their core values (joy, quality) and continuously create new reasons for customers to return (new products, new experiences).

The success of Lotteria's TV commercials is a valuable lesson in combining art and science in F&B marketing. It's not just about visually appealing advertisements; it's the result of thorough research into customer psychology, serious investment in production, and the ability to create concise, powerful messages that strike a chord with viewers' emotions and taste buds.

From selling "cravings" through sound to creating an energetic "fried chicken universe," Lotteria has proven that they understand the power of a well-made Lotteria TV commercial. These commercials not only help them sell more fried chicken and burgers, but also build a solid "Starting Point of Joy" in the hearts of Vietnamese consumers.