Masan · 2015
THE GAP
Vu Lan is a time of devotion.
For a month, many Vietnamese families observe vegetarianism — meat leaves the table, fish sauce is replaced with soy sauce.
It is also a time of prayer.
Especially for mothers.
Yet most communication around Vu Lan focused on ritual.
Not emotion.
THE INSIGHT
At the heart of Vu Lan is a single wish:
for a mother’s long life and good health.
It’s a feeling rarely spoken, but universally felt.
THE MOVE
Anchor the brand in meaning.
Not in the act of abstinence, but in the emotion behind it.
THE IDEA
Long Live Mom.
A film built around the quiet constancy of a mother’s presence — always there,
whenever her daughter calls.
From childhood to adolescence, from independence to motherhood, the call remains the same.
And so does the response.
The story mirrored why people observe Vu Lan — not for ritual alone, but for love.
Tam Thai Tu became part of that expression — the soy sauce present when wishes are made.
THE OUTCOME
The campaign resonated deeply.
• Widely shared for its emotional honesty
• Reflected the lived experience of daughters and mothers alike
• Strengthened Tam Thai Tu’s relevance during Vu Lan
Tam Thai Tu didn’t speak about tradition.
It spoke from within it.
The ‘Long Live Mom’ Campaign
Masan · 2015
THE GAP
Vu Lan is a time of devotion.
For a month, many Vietnamese families observe vegetarianism — meat leaves the table, fish sauce is replaced with soy sauce.
It is also a time of prayer.
Especially for mothers.
Yet most communication around Vu Lan focused on ritual.
Not emotion.
THE INSIGHT
At the heart of Vu Lan is a single wish:
for a mother’s long life and good health.
It’s a feeling rarely spoken, but universally felt.
THE MOVE
Anchor the brand in meaning.
Not in the act of abstinence, but in the emotion behind it.
THE IDEA
Long Live Mom.
A film built around the quiet constancy of a mother’s presence — always there,
whenever her daughter calls.
From childhood to adolescence, from independence to motherhood, the call remains the same.
And so does the response.
The story mirrored why people observe Vu Lan — not for ritual alone, but for love.
Tam Thai Tu became part of that expression — the soy sauce present when wishes are made.
THE OUTCOME
The campaign resonated deeply.
• Widely shared for its emotional honesty
• Reflected the lived experience of daughters and mothers alike
• Strengthened Tam Thai Tu’s relevance during Vu Lan
Tam Thai Tu didn’t speak about tradition.
It spoke from within it.
