ABOUT

Background
CP, a world-leading food brand, wants to raise consumers' awareness about chicken safety standards.

Every brand in the market acquired the same approval standard. We ask ourselves how can the brand elevate the quality of the product and drive the perceived value to become the brand of consumer’s choice.

We came up with the idea that no Brand in history has ever done this.
“The Aerospace Quality Chicken”. Now people can perceive every beneficial aspect of CP Chicken including Safety & Nutrition, Manufacturing Processes, Quality in Poultry Farming, in just ‘one single message’ without any further explanations.


Idea
Food on Earth and in space has never been held to the same standard. Food for astronauts must be ‘the safest and most hygienic’. Moreover, it must require hundreds of tests from Nasa’s Food Lab in order to achieve the Space Food Safety Standard.

We have taken a groundbreaking approach by sending chicken meat into space in order to provide food for astronauts at the International Space Station (ISS). We have to work closely with space agencies(including Nasa and SpaceX), scientists and R&D.

This campaign not only benefits astronauts aboard the International Space Station (ISS) but also raises the bar for food safety standards back on earth.

Now, people on Earth or in Space have exactly the same standard: Aerospace Quality Chicken. Moreover, people have equal access to high-quality chicken products in order to lift up Health and Well-being for all.

CP is going to deliver chicken meat to The International Space Station (ISS) By the SpaceX Dragon. Houston, We are Go for launch.

Result
AFTER LAUNCHING THE CAMPAIGN
● 4 BILLION BAHT, TOTAL SALES INCREASED (FROM LAST YEAR)
● 1.3 BILLION IMPRESSION IN 1 MONTH
● NO.1 TWITTER TRENDING IN THAILAND, NO.3 TWITTER TRENDING IN WORLDWIDE
● EARNING FREE MEDIA FROM 108 PUBLISHERS
● BRAND ATTRIBUTE (SAFETY) BECOMING NO.1
AND LIFTING UP CP CORPORATE IMAGE.
● 2X HIGHER OF AD RECALL THAN AN AVERAGE