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When was the last time you cooked for yourself? Did you enjoy it? With the ease of food delivery apps and the convenience of ready-to-eat meals in the refrigerator, home cooking can seem daunting. However, the right ingredients can turn cooking into a delightful experience. Introducing #HappyChoice – a flavor enhancer featuring sweet fish sauce, shake powder, and a complete set of seasonings to perfect any dish.
Our campaign aimed to increase Facebook page performance and brand awareness among amateur home cooks who prefer easy, time-saving, and healthy meals. We launched "The Cook’s Choice Box" campaign to make cooking enjoyable and accessible, with Happy Choice as the centerpiece. We encouraged viewers to embrace easy cooking in their own unique styles. To achieve this, we employed three tactics: KOLs, Seeding, and UGC.
The campaign showcased how Happy Choice simplifies cooking for every Thai menu, making it convenient and delicious. Key opinion leaders (KOLs) demonstrated their creative cooking styles, catering to serious cooks, non-stop food tasters, content creators, and health-conscious cooks.
To generate buzz among the new generation who enjoy ready-to-cook ingredients, we utilized real user content seeding. This approach made viewers eager to taste dishes that anyone could cook. Reviews highlighted the fun cooking process and delicious outcomes, inviting viewers to participate in the "The Cook’s Choice Box" activity – emphasizing that any choice is easy and delicious.
We launched a UGC activity, inviting viewers to create their own menus using The Cook’s Choice Box, share their recipes, and name their dishes. Winners received awards from the brand, fostering community engagement and creativity.
With the three tactics – KOLs, Content Seeding, and UGC – "The Cook’s Choice Box" campaign reached diverse cooking groups and raised awareness about the simplicity and deliciousness of home cooking. Happy Choice products proved that cooking can be easy and enjoyable, ensuring everyone can create delicious meals. Happy Every Choice: Whoever Cooks, Every Dish is Delicious
