Omsom is a modern pantry brand that brings loud, proud Asian flavors to everyday cooking through starter sauce sachets and instant noodle kits. Co-founded by two Vietnamese American sisters, Omsom partners with tastemakers across New York, California, and Hong Kong to create uncompromising flavor profiles rooted in Asian and South Asian culinary traditions. Their bold, maximalist approach redefines what shelf-stable Asian food can look and taste like.
This campaign, titled “Grandma Approves.”, introduces refreshed packaging and an out-of-home rollout that aligns with Omsom’s mission to reject watered-down interpretations of culture. Inspired by the flavor knowledge passed down by grandmothers—Bá, Nai Nai, Mae Thuu, Halmeoni, Obaachan, and Lola, the campaign names each product after the word for “grandma” in its cultural origin, bringing warmth and identity to the forefront.
For the out-of-home campaign, the designs feature bold portraits of grandmother figures, accompanied by a catchy tagline that ties it all together. The visual language is consistent yet playful, striking a balance between graphic restraint and cultural richness. Designed to stand out in both physical spaces and social feeds, this campaign reinforces Omsom’s position: bold flavor doesn’t need to be explained, softened, or fused; it just needs to be served.
