Five-Star Chicken: The Chicken that Connects Generations

Thasorn Boonyanate, Maipimol Suepayak, Pattama Thienapirak

QSR brand Five Star Chicken boosted emotional value among Gen Y and Gen Z customers and reversed sales declines with a multichannel campaign that aimed to unite the generations in Thailand.

Campaign details

Brand: Five Star Chicken Brand owner: CPF Entrant company: BBDO BangkokIdea creation: BBDO Bangkok Market: Thailand Sector: Restaurants & takeaways Media channels: Television & Connected TV, Social media, Word of mouth, Influencers, KOLsBudget: Up to 500k

Executive summary

Thai society today is more divided than ever. Just watch the news – political protests, civil unrest, and a widening values gap between the different generations of Thais are omnipresent. But the public have had enough.

But what can bring all Thais together better...

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