ABOUT

Background
Bar B Q Plaza has been a favorite barbecue restaurant among Thai people for over 37 years. However, with the recent emergence of many new barbecue restaurants that have taken a share of the market, our sales have declined. So, how can we remind fans of the good time they experience during every meal at Bar B Q Plaza and bring them back to our restaurant with the smallest and most effective budget.

Creative Idea
We turned Kama-Chan, the iconic smiling fish ball in every dish, into a frowning "Sad Kama-Chan" to express a sense of abandonment. 


Strategy
As current users declined and shifted to other barbecue restaurants, we introduced small, low-cost changes on products and created online conversations that sparked organic word-of-mouth, reactivating former customers and revitalizing brand loyalty.

Execution
We served Sad Kama-Chan fish balls without any prior announcement, sparking curiosity among diners. This prompted them to share photos on social media, creating a viral sensation. Soon, customers began requesting the return of the original smiling Kama-Chan. In response, our CMO announced that if customers visit our restaurant and achieve the set goal, Kama-Chan will regain her usual cheerful smile.

Result
The image of Sad Kama-chan quickly gained attention, bringing Bar B Q Plaza fans back to the restaurant, resulting in an immediate increase in sales.

The face of Sad Kama-chan created a conversation across social media. Bar B Q plaza fans discussed this used-to-be smiley face and how they miss it. Bar B Q Plaza responded by the declaration from the CMO, explaining Kamachan's sadness and promised to restore the joy of dining for everyone.

230K reactions on the first day.
404K Set meals were sold in less than a week.
24% increase in customers after one month.
80% Brand lift increased in a month.
+299% exceeded the sales goal after one month.




Brand Context & Cultural Context
Bar B Q Plaza has been a beloved barbecue restaurant in Thailand for over 37 years, bringing smiles and happiness to Thai families. Every set meal is served with Kama-Chan, the iconic smiling fish ball, which has become a symbol of joy and comfort, especially for kids who love its cute appearance.
However, the restaurant industry in Thailand is highly competitive, with many new barbecue places emerging. To stand out, restaurants must constantly innovate and capture the attention of customers in new ways.

Summary of the work
Bar B Q Plaza, Thailand’s favorite barbecue restaurant for over 37 years, faced declining sales due to new competitors. To reconnect with fans on a limited budget, we turned our iconic smiling fish ball, Kama-chan, into a frowning "Sad Kama-chan" — a subtle yet powerful symbol of being forgotten.
Without any announcement, Sad Kama-chan appeared in meal sets, sparking curiosity and organic social buzz as diners shared photos and questioned the change. The viral conversation quickly spread across platforms, reigniting fond memories and brand love.
When the buzz peaked, our CMO revealed Kamachan's sadness, and invited fans to bring back Kama-chan’s smile by hitting a dining target together. The campaign drove immediate sales growth, revitalized customer loyalty, and achieved strong media coverage with minimal spend — proving that small, smart ideas can create big impact.