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.