acquisition · cafe

Mid-Autumn (Trung Thu) campaign playbook: turn moon-cake season into 4 weeks of acquisition

Trung Thu is the second-largest Vietnamese F&B occasion after Tết and most operators waste it on generic discount blasts. The right structure is a 4-week sequence with three audiences: corporate gifters, families with young kids, and young professionals buying for parents. Each gets a tailored Zalo OA flow.

When it fires

Trigger: café, bakery or dessert venue with mooncake or seasonal menu capacity AND Zalo OA opt-ins ≥250 by mid-August. PEKO seeds the campaign 28 days before Mid-Autumn.

Message copy that works

Three audience tracks. (1) Corporate: B2B gift bundle pre-sale (50+ unit pricing) via direct Zalo message to past corporate buyers. (2) Families: weekend family combo with kid mooncake-painting kit, bookable via Mini App. (3) Young professionals: "gift for parents" curated box with note-card option, single-tap delivery booking.

Cadence + timing

Week T-28: corporate outreach. Week T-21: family combo opens. Week T-14: young professional box launches. Week T-7: final reminder push to all opt-ins. Avoid sending on the actual full-moon night — customers are with family.

Expected lift

Venues running this see new-customer rate +35–55% across the 4 weeks vs same period prior year. Corporate gift bundles often produce single-largest orders of the year. 22–30% of new customers return within 60 days.

Guardrails — don't skip these

Don't price the corporate bundle below 6% margin — corporate buyers don't care about the extra discount but you care about the margin. Don't ship mooncake combos that arrive after Mid-Autumn — cancel free-of-charge if logistics slip. Don't bundle alcohol with kid kits.

Want the 4-week 3-track campaign configured? Book a 25-minute Mid-Autumn planning session.

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