Meizan TVCs always know how to leave a lasting impression on viewers. From messages about health and family meals to hilarious comedic scenes featuring famous stars, this article will delve into an analysis of some of Meizan TVCs' most outstanding examples, while also examining the core elements that have contributed to the resounding success of this brand's communication campaigns.
A compilation of some attractive Meizan TVC samples.
To better understand how Meizan captivates its audience, we will analyze in detail five typical TV commercials, representing the brand's different content strategies.
1. Meizan TVC – “Irresistibly crispy and delicious”
This isn't a traditional Meizan TVC, but rather an extremely clever approach in the form of an advertisement within an advertisement.
The TV commercial depicts a scene from a commercial shoot, featuring a cast of top comedians. "Director" Tiến Luật repeatedly "cuts" the scene because actors Lâm Vỹ Dạ, Việt Hương, and Trung Ruồi can't act. The reason? The food used as a prop... is too delicious. Instead of focusing on acting, the actors are too engrossed in eating, even failing to "eat slowly" because the food is so tempting.
Main message: The message "Irresistibly Crispy and Delicious" is cleverly conveyed. Instead of having the actors say "Meizan Gold is delicious," the TV commercial proves it through the cast's own "irresistible" reaction. At the end, when "director" Tien Luat exclaims, "What did they fry it with to make it so crispy and delicious?", the Meizan Gold product appears along with a technical explanation: "Its high-temperature resistance reduces the risk of burning."
Strategic analysis:
- Using KOLs effectively: Bringing together four big names not only serves as a guarantee for the product but also creates a humorous and natural storyline. Their reactions are more credible than those of an unknown actor delivering lines.
- The "humor" element: The humorous script, incorporating trending "behind-the-scenes" content, creates a sense of familiarity, authenticity, and high viral potential. Audiences view it as a short comedic skit rather than a rigid advertisement.
- Product benefits: This Meizan TVC does a great job of balancing entertainment and information. After laughing along with the actors, viewers are immediately given the reason why the product is able to do that (high heat resistance, reduced burning).
2. The campaign "Fried until crispy, irresistibly delicious"
These three Meizan TVCs are part of the same campaign, using the dynamic duo Tien Luat and Vinh Rau with a deliberately repeated script, creating an extremely successful advertising "series" effect.
The 15-30 second TV commercials all revolve around an "awkward" situation. Tien Luat is in a serious situation, but Vinh Rau is "tempted" by a crispy fried food. The crunching sound of the food makes Tien Luat unable to resist, shattering his initial seriousness.
Slogan message: The slogan "Crispy when fried, irresistibly delicious" is repeated at the end of each TV commercial. This is an extremely powerful, simple, and direct message. It creates an immediate cause-and-effect connection in the customer's mind: If you want crispy fried food, you have to use Meizan Gold.
Strategic analysis:
- Frequency and memorization: Using short, humorous 15-30 second TV commercials with the same structure and slogan allowed Meizan to increase its frequency of appearance on social media platforms. This repetition "imprinted" the slogan in the minds of viewers.
- The perfect couple: Tien Luat and Vinh Rau have a great chemistry. Vinh Rau's image, with his "tough guy" demeanor, always delivers delicious food, and Tien Luat's "enduring" yet irresistible charm, create a small but fascinating "advertising universe."
- Focus on "sound": Unlike many other advertisements, this Meizan TVC campaign focuses heavily on sound. The "crunchy" sound of frying is amplified, becoming the main "weapon" to entice and stimulate the audience's hearing and taste buds.
- Diverse scenarios: From home to the hospital, the ever-present presence of Meizan Gold's delicious food underscores its irresistible appeal in any situation.
This campaign is proof of the power of a compelling slogan, a suitable pair of KOLs, and a clever repetition strategy.
3. Meizan TVC “100% Pure Soybean Oil”
While the Meizan Gold campaign focused on "Taste" and "Results," this Meizan TVC takes a different approach, focusing on "Health" and "Quality."
Although there's no transcript, TV commercials about soybean oil often share a common motif. The setting will likely be a happy, modern Vietnamese family (father, mother, children). The imagery will be bright and clean. Instead of deep-fried dishes, the TV commercial will most likely focus on healthier options like mixed salads, steamed fish, or light stir-fries.
Main message: “Meizan Soybean Oil – 100% Pure.” This is a strong commitment to quality. The message “100% Pure” appeals to consumers who are increasingly concerned about clean and safe food.
Strategic analysis:
- Target audience segmentation: This Meizan TVC targets a different customer segment: homemakers who are concerned about cardiovascular health and family nutrition. Soybean oil is well-known for its benefits such as being rich in Omega 3-6-9, good for the heart, and cholesterol-free.
- Building trust: The word "pure" is a valuable keyword in the food industry. It builds trust and positions Meizan not just as cooking oil for delicious meals, but also as cooking oil for healthy living.
- Emotional image: Delicious and healthy meals are central to family happiness.
- Diversify your portfolio: By advertising Meizan Gold (for frying) and Soybean Oil (for health) side-by-side, Meizan demonstrates the diversity of its product range, meeting all the cooking needs of Vietnamese families.
This advertisement reinforces the image of a trustworthy brand, a "specialist" in cooking oil, with a comprehensive concern for Vietnamese meals.
Where does the success of Meizan TVC come from?
Analyzing the five commercials above, it's clear that the success of Meizan TVC campaigns is not accidental. It stems from a combination of carefully calculated strategic factors.
1. The message is clear, simple, and "touches" the reader.
This is the key factor. Meizan doesn't greedily cram in too much information.
- With Meizan Gold: “Crispy when fried, irresistibly delicious” is an extremely powerful message. It addresses the biggest “pain point” for home cooks when frying: how to make it crispy? Meizan TVC directly answers: use Meizan Gold. This message is short, rhyming, easy to remember, and creates a clear expectation.
- With Soybean Oil: “100% pure,” this message appeals to “trust” and “safety.” In an era plagued by contaminated food, the words “pure” become a valuable commitment.
Meizan TV commercials are successful because after watching 15-30 seconds, viewers remember exactly what Meizan wanted to say.
2. Using "Celebrity Marketing" and "Humor" extremely intelligently.
Meizan doesn't choose overly distant stars. They select "national" comedians who have a wide reach and are loved for their approachable and charming personalities, such as Viet Huong, Tien Luat, Lam Vy Da, and Vinh Rau.
- Create entertainment content: Instead of having KOLs hold the product and deliver stiff lines, Meizan TVC builds its own scenarios and "universes" for them. Viewers watch because they want to see Tien Luat "get wronged" or Viet Huong "get angry." The humorous element helps lower the audience's "defense barrier" against advertising.
- Increase spread: Humorous situations and trendy lines (like Vinh Râu's "revenge" catchphrase) can easily be edited and shared on social media, creating free marketing effects for brands.
3. Hitting the right insight into the "delicious dishes" of Vietnamese people.
Vietnamese people have a great love for fried foods. A "perfect" fried dish must be "golden and crispy." Meizan's TVC campaigns for the Gold line have fully exploited this insight.
- Focus on "multisensory" engagement: Meizan's advertisements not only show the food but also let you "hear" it. The sizzling sound of the oil and the crunching sound of biting into a piece of chicken are amplified to the maximum. This directly stimulates the taste buds and creates an irresistible craving.
- Solve the problem: The TV commercial not only showcases the delicious food but also provides technical reasons (high heat resistance, reduced burning). This makes the promise of "Crispy when fried" seem credible.
4. Diversification strategy for forms and platforms
Meizan understands that audiences don't just watch TV; they've implemented a smart content strategy that combines humorous commercials with conventional ones. This seamless integration ensures Meizan TVCs appear at every customer touchpoint, from when they're relaxing watching YouTube to when they're watching TV during meals.
5. Meticulously produced images
Finally, an indispensable element of food advertising is appeal. No matter how funny the script is, if the food isn't visually appealing, the advertisement will fail. Meizan TVCs always feature extremely high-quality food shots. Fried dishes always have a golden hue, their crispness is clearly visible, and the steam rises... Everything is filmed in close-up, sharp detail, making viewers feel hungry immediately. This is a fundamental element to reinforce the message "Irresistibly delicious."
The success of the Meizan TVC is a prime example of modern marketing. It's a perfect blend of deep understanding of customer insights (liking crispy food, caring about health), a creative and simple message ("Fried to be crispy, 100% pure ingredients"), a smart strategy using KOLs (employing comedians, creating a series), and meticulous investment in production.
Instead of simply "talking" about the product, Meizan "told" stories, "created" laughter, and "stimulated" all the senses of the audience. This is what helped Meizan TVCs not only sell products but also build a strong position in the minds of Vietnamese consumers.
English 
Vietnamese 
