Brand: Five Star

Title: “The Movies That Made (From) Us”

FIVE STAR has been in food business for 37 years. They served a grilled chicken, chicken roll and now over to fried chicken and fried duck. They are an iconic of chicken brand and bonding with Generation Boomer, Generation X and early Gen-Y. But the problem that they are facing now is the lacking a connection with Gen Y or Gen Z not to mention Gen-Alpha. The brief is clear, how to build a connection of the brand to every generation?

To connect every generation,we observed consumer behavior throughout the social media and by quality research and found out that it seems impossible. However, one thing they had in common is their feeling towards FIVE STAR chicken taste.They all share the same comment,whether it’s tender, it’s deliciousness. So, we thought this is it, this is how to connect every generation together.“A taste that bring every generation together”. This is a key strategy.So instead of coming up with a storyboard,we decided to ask people around Thailand,what kind of film they wanted to see? We ask people around Thailand by let our Presenter- Weir’s to spark the conversation in his social media to ask them on what they would like to see in the film, just one post to make it viral, national tv capture Weir’s IG and share it on the news, Facebook page of every generation post capture Weir’s IG and share it, we also do a street survey as well then combine every comment and create a film . A film that showing every ideas of every generation, it is very quirky, unorthodox, funny with twist.

In one week, the film create phenomenon of advertising in 2022, guarantee by 30 advertising headliner blog, resulting in a 74% increase in sales (Chicken Thigh), 20.96% on all categories. The online film received more than 7.3M views and more than 9.4M impressions, 113K engagement, 10K share within 3 days.