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  • SUB CATEGORY :
    SPONSORSHIP & PARTNERSHIP
  • COMPANY ENTERING :
    VML THAILAND, BANGKOK
  • TITLE :
    ROZA X HUNGER CRYBABY SAUCE
  • BRAND :
    NETFLIX & ROZA
  • ADVERTISER :
    NETFLIX & ROZA
  • AGENCY :
    VML THAILAND, BANGKOK
  • CHIEF EXECUTIVE OFFICER :
    PARATTAJARIYA JALAYANATEJA
  • MANAGING DIRECTOR :
    SEAN ONG
  • CHIEF CREATIVE OFFICER :
    PARK WANNASIRI
  • EXECUTIVE CREATIVE DIRECTOR :
    SORASAK SONGNAPAWUTTIKUL
  • CREATIVE GROUP HEAD :
    VEERAWIN SUKSANTINUNT
  • ART DIRECTOR :
    JIRACHAYA CHOCHAI/TAKSAPORN SARAPHRUND/
    NUT JINDAKITTIKUL
  • EXECUTIVE PRODUCER :
    JIROJ MECHOOJIT
  • AGENCY PRODUCER :
    JIRAPORN CHANNAWACH/CHAYANIST ROBARD
  • CLIENT SERVICE DIRECTOR :
    SIRINA SHINKHEM
  • GROUP ACCOUNT DIRECTOR :
    YAMOLPORN SUVARNABRIKSHA
  • ACCOUNT DIRECTOR :
    LALLALITA KUMKHUNTEE/NATTANA TAECHAWANWANITCHAKORN
  • ACCOUNT EXECUTIVE :
    THUNYAPORN PHATRAPRASIT/
    NEERANUCH SRITAPRA/PAKKAPORN PATTRATHIRANOND
  • MARKETING COMMUNICATION DIRECTOR :
    SUPANNAPA TRAITONWONG
  • STRATEGIC PLANNING MANAGER :
    PICHAMON KARNCHANAPHOOSAKIT
  • PROJECT MANAGER :
    WASCHARIN PONGSIRIVILAS/
    SAOWARAK WONGSAKULPISAL/KAMONCHANOK NAVAME
  • MEDIA AGENCY :
    REPRISE, BANGKOK
  • PR AGENCY :
    REPRISE, BANGKOK
  • FILM PRODUCTION COMPANY :
    JDI COMPANY LIMITED, BANGKOK
  • POST-PRODUCTION COMPANY :
    PIXEL ONE, BANGKOK
  • SOUND PRODUCTION COMPANY :
    CINE SOUND STUDIO, BANGKOK
  • PRINT PRODUCTION COMPANY :
    N P INTERGROUP, BANGKOK
  • CAMPAIGN SUMMARY :
    When we see food, we often feel hungry, especially when it's presented in films. After the release of Hunger, the Netflix culinary film that gained worldwide recognition, there was one thing that everyone talked about: the Crybaby Noodles. The climax menu that audiences were desperate to taste but no one knew how to cook it until now.
    Introducing the ‘Crybaby Sauce’, the world's first film-to-table sauce created in partnership with Roza, Thailand’s leading sauce brand. This unique sauce recreated the secret recipe found in Hunger, allowing anyone to cook the film's climax dish with just two tablespoons of the sauce. With complex spices, elaborate flavors, and even a wok smoke scent, the Crybaby Sauce unlocked everyone to become a Hunger chef at home.
    Roza’s team of chefs, R&D experts, and food scientists worked together to extract the movie script describing the taste of the dish. Just two weeks after the film's release, and as the online conversations about the ‘Crybaby Noodles’ reached its peak; Crybaby Sauce was available in supermarkets nationwide. Displayed on special-built innovative shelves that assimilated bursting flames to reflect the film's visual element and theme. A 360-communication strategy was implemented, including a TVC, flaming shelves and gondolas, and an on-ground DIY cooking roadshow to fuel the buzz.
    Crybaby Sauce quickly became a sought-after item, selling out on all platforms within a week. It generated over 1,500 cooking clips and photos, 1 million online conversations, and gained 29 million impressions and 11 million PR value from the press worldwide. Moreover, Hunger became the No.1 most-watched film in Thailand, and subsequently, No.1 most-watched non-English film on Netflix globally. In total, it gained 210M impressions and 23M baht in PR value. And with ‘Crybaby Sauce’, people's hunger for the climax menu is finally satiated.
  • CREATIVITY/IDEA/INSIGHT :
    Netflix, a leading streaming service with a ground-breaking constant stream of world-class content, goes from our screens to being the topic of social conversation the next day.
    But there’s a disconnection between the content, and real life. For such a culturally influential brand, where is its brand felt in the real world beyond these conversations?
    On the other hand, is Roza, a leading Thai sauce brand that is ever-present in our home pantries, loved recipes and everyday food experiences. But as a trusted and true influence in the culinary world, how can this brand extend its impact into the world of popular culture.
    In these challenges was our partnership opportunity – the release of Netflix’s ‘Hunger’ – a vehicle which could take Netflix into the culinary world, and Roza, into the world of popular culture.
  • STRATEGY :
    We were aware of the cultural impact of Netflix’s entertaining content globally.
    From the increased interest in the British monarchy (Netflix’s ‘The Crown’), to a 30-year-old obscure pop song flung back into the charts just by featuring in a 90’s-set sci-fi (‘Stranger Things’) – the impact on culture is massive.
    We had already planned for a way to tap into Netflix’s sophisticated urbanite audience segment, what we needed was a way to tap into a broader middle-class audience segment.
    Food is an ever-present topic of conversation and passion point of many Thais, across all segments.
    So, how could we replicate the cultural impact seen globally in Thailand? Our thought was to appeal beyond eyes and to our audiences’ stomachs.
    Netflix’s ‘Hunger’, a Netflix culinary film that gained worldwide recognition, there was one thing we anticipated being highly talked about. A dish that featured in the film – Crybaby Noodles.
    Here is where we uncovered our recipe for success, an opportunity to bring the Netflix film into the real by partnering with a prominent local sauce brand who could bring the taste of the prominent dish to life and allow audiences to try it for themselves.
  • EXECUTION :
    Introducing the ‘Crybaby Sauce’, the world's first film-to-table sauce created in partnership with Roza, Thailand’s leading sauce brand.
    This unique sauce recreated the secret recipe found in Hunger, allowing anyone to cook the film's climax dish themselves. With complex spices, elaborate flavors, and even a wok smoke scent, the Crybaby Sauce unlocked everyone to become a Hunger chef at home.
    Roza’s team of chefs, R&D experts, and food scientists worked together to perfect the recipe from the film’s script in just the descriptions of the taste of the dish.
    Two weeks after the film's release, and as the online conversations about the ‘Crybaby Noodles’ reached its peak; From screen to supermarket, Crybaby Sauce was available in supermarkets nationwide. Displayed on special-built innovative shelves that assimilated bursting flames to reflect the film's visual element and theme.
    A 360-communication strategy was implemented, including a TVC, flaming shelves and gondolas, and an on-ground DIY cooking roadshow to fuel the buzz. Being a cooking sauce, the product generated various organic content, including cooking videos, recipe-sharing posts, cooking duets with scenes from the film on TikTok, and taste reaction clips.
  • RESULT :
    Crybaby Sauce quickly became a sought-after item, selling out on all platforms within a week, and for Netflix, Hunger became the No.1 most-watched film in Thailand, and subsequently, No.1 most-watched non-English film on Netflix globally.
    The perfect partnership between two iconic brands, with Roza being a household brand with the ability to reach a broad audience in contexts that Netflix couldn’t reach normally. Crybaby sauce made Netflix’s content “tasteable”, and Roza’s expertise in sauce, a popular culture icon.
    Crybaby Sauce generated over 1,500 cooking clips and photos, 1 million online conversations, and gained 29 million impressions and 11 million PR value from the press worldwide.
    Moreover, Crybaby sauce gained 210M impressions and 23M baht in PR value.