Five Star: The movies that made (from) us

QSR FiveStar Chicken positioned itself as the chicken that connects generations to grow its sales in Thailand.

Campaign details

Entrant company: BBDO BANGKOK, Thailand

Why is this work relevant for Strategy & Effectiveness?

From the regular client brief to grow sales, the campaign came out not only achieved sales growth target even during the hard time from the pandemic and economic downturn, but sustainably put FiveStar in consumers' minds.

In a nutshell, the success came from the strategic approach to fill up young generations in the brand customer portfolio by closing the generation gap cultural tension in the Thai society with “The Movies That Made From US” – the creative campaign that reflected...

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