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  • SUB CATEGORY :
    LONG-TERM STRATEGY
  • ENTRANT COMPANY :
    BBDO BANGKOK LIMITED, BANGKOK
  • TITLE :
    THE CHICKEN THAT CONNECTS GENERATIONS
  • BRAND :
    FIVE STAR CHICKEN
  • ADVERTISER :
    CPF
  • AGENCY :
    BBDO BANGKOK, BANGKOK
  • CHIEF EXECUTIVE OFFICER :
    SOMKIAT LARPTANUNCHAIWONG
  • CHIEF CREATIVE OFFICER :
    THASORN BOONYANATE
  • CREATIVE DIRECTOR :
    PHACHARANATH JAMORNCHUREEKUN/ROOK FLORO
  • ART DIRECTOR :
    CHUMJIT YUANLAE/NARAKORN PUECHNGEN/
    THEETASAK DANGROJANA
  • COPYWRITER :
    WORRAWAN CHAILERT/SUPALERK SILARANGSRI
  • AGENCY PRODUCER :
    TOUNGRAK JIRAVATANARUNGSRI
  • GROUP BUSINESS DIRECTOR :
    TAKSINA VASARUCHAPONG
  • CLIENT SERVICE DIRECTOR :
    PATTAMA THIENAPIRAK/RYNRADA PISAWONGPRAKARN
  • ACCOUNT DIRECTOR :
    KAVINTHIP CHAITEERAKIJ
  • ACCOUNT MANAGER :
    NATTHAKA MUSIGRUNGSRI
  • STRATEGIC PLANNING MANAGER :
    MAIPIMOL SUEPAYAK/
    PRAEWPAKORN CHUMSAI NA AYUDHAYA/
    VARISARA CHAISUTYAKORN
  • HEAD OF BRAND & DIGITAL PLANNING :
    PRASIT KUNANUPHANCHAI
  • FILM PRODUCTION COMPANY :
    SUNETA HOUSE, BANGKOK
  • DIRECTOR :
    TEERAPOL SUNETA
  • CINEMATOGRAPHER :
    CHALONGWUT CHORRUANGSAK
  • GAFFER :
    CHANTHUT KASEMSANTINAVIN
  • ASSISTANT DIRECTOR :
    KITTIKHUN JONGKRAIWUT/MANOO TECHADEE/
    NAPAT VORASUK
  • FILM PRODUCER :
    CHANAPA PLOYARUNRUNG/WARAWAN LAKSANAROM
  • SOUND :
    ANUPARP SURIYATHON
  • CASTING :
    NARISSARA MAKMANE
  • PROP MASTER :
    SOMSAK WONGSRI
  • STYLIST :
    MONTATIP NARONG
  • HAIR & MAKE-UP :
    AMORNSAK BUATRAT
  • LOCATION :
    JIRAWAT SANTARATCHAI
  • ART DIRECTOR :
    PORNCHAI CHEERANOON
  • POST-PRODUCTION COMPANY :
    SUNETA HOUSE, BANGKOK
  • EDITOR :
    SARAWUT KAWEETHAMMAWONG
  • COLORIST :
    POSTMAN KRITTIN PUMCHAOSUAN/
    NATTACHA KHAJORNKIATSAKUL
  • SPECIAL EFFECTS COMPANY :
    POSITIVE5, BANGKOK
  • VTR :
    THANNAWIT JIASUPPIBUL
  • SOUND PRODUCTION COMPANY :
    SOUND SPACE STUDIO CO., LTD., BANGKOK
  • SOUND ENGINEER :
    DANAI SUTHAMCHAREE
  • CAMPAIGN SUMMARY :
    This is a 3-year journey of brand reimagining to overcome a classic issue for long-established brands: recruiting younger generations into the brand’s customer portfolio while retaining existing older generation customers.

    The approach that led to Five Star’s success was to position the brand beyond functional values, aiming to be "The Chicken That Connects Generations." This addressed the mutual societal issue of the "Generation Gap" across all generations. The strategy was implemented through branding and driving sales simultaneously, beginning with “The Chicken That Connects Generations” in the first year, followed by “The Movie That Was Made (From) Us” in the second year, and “My Parent Is a TikToker” in third year.

    With 3 years effort, the brand successfully recruited younger generations into its customer portfolio. Gen-Zs contribution increased +93.3% from 15% to 29%, achieving a ratio of 60% younger customers over older generations, along with sales growth from -15.2% to +74%.
  • INSIGHT :
    delicious, high-quality, and value-for-money offerings. It had become a go-to brand for almost everyone—except the younger generation, especially Gen Zs. Often perceived as ‘not for me’ and ‘my parents’ brand,’ Five Star Chicken struggled with a lack of connection and relevance among them. Thus, what Five Star needed was a long-term brand-building strategy that would resonate with the younger generation while maintaining its relevance with the older generation.

    The research had found that Five Star were all checked in terms of functional value including deliciousness, affordability, accessibility. However, we all know younger gen love new things. Therefore, continuous excitement of new and more variety of choices gain attention and emotional connection from the youth – including new tastes, Instagramable meals, flashy promotions– leaving Five Stars only the tasty choice for family meal, but not emotionally connected enough to be the choice for everyday moments. Therefore, out task was to amplify our emotional values, ensuring Five Star becomes a part of their daily lives.

    Back in 2021, the generation gap situation in Thailand had become more pronounced in recent years fueled by the rapid technological advancements, change in social norms, political divides and economic shift. This growing tension affected every generation not just the youth. The gap led to several problems happened in Thailand, including family conflicts, workplace tensions, political polarization and several more.
  • STRATEGY :
    We identified a hidden opportunity for Five Star: the most effective way to bridge the generation gap in Thai society is by bringing people together over a shared meal. Five Star, being a beloved choice among all age groups, offers a reliable solution that satisfies everyone, whether enjoying a meal with family or friends.

    To connect emotionally with the younger generation without alienating the older generation, we saw a chance for Five Star to evolve beyond just being a popular chicken brand. It can become a brand that plays a meaningful role in addressing and uniting Thai society's diverse generations.
  • CREATIVITY IDEA :
    We remained true to our DNA of being represented as ‘a quality family meal’ by turning Five Star to be “The Chicken that Connects Generations” who bonded hearts of every generation together through the original great taste everyone agreed on.

    We created the series of work in 3 years under one unified message: Chicken that Connects Generations.
  • EXECUTION :
    Launch positioning: 1st year, we launched the campaign telling the new proposition of the brand ‘Chicken that Connects Generations’. The 3 engaging-story films with 3 different topics which were Thai’s most controversial when it came to generation gap, work, family, and education.

    Proove: 2nd year, we reinforced the ‘Chicken that Connects Generations’ through the first user generated film that won over every generation’s heart ‘The Movie That Made (from) Us’, the first-ever commercials made from over 6,000 ideas of nationwide people across different generations.

    Create Act: Furthermore, we deepened our relationships with younger gen and the older gen, by launching ‘Taste That Brings You Home’ telling the stories of the parent TikTokers, who encouraged Gen-Zs to come home during Songkran holiday, to spend time with family and reconnect with their parents through family’s quality meal with Five Star.
  • RESULT :
    A result of our 3-year effort, we can now proudly declare that we’re the ultimate brand for the young generation! Gen-Zs, once the smallest segment of our customers with lower than 15% contribution, have skyrocketed +93.3% to become the 2nd largest contributors at 29%. Together with millennials, they now represent the powerhouse duo driving the brand’s customer portfolio to unprecedented heights. Currently, Gen Z and Gen Y are our main customers, making the most significant contribution to Five Star’s customer portfolio. While we’re able to recruit younger gen, we didn’t alienate the older generations and successfully maintained the ratio at 29% of the total customer portfolio.


    In term of business, the sales growth was 4 times higher growth than the pre-campaign slump. We’ve seen the extraordinary recovery of the chicken thigh’s category’s sales growth from -15.2% to 74% which was +89% growth. Every year afterwards, we can expect at least +20% sales growth YoY.

    Moreover, every campaign during the past 3 years that Five Star launched, always created a nationwide sensation. Our videos from the three campaigns have amassed a staggering over 30 million views, ignited an explosive buzz across Thai social media, was translated to 4 languages, and inspired over 50 viral reaction videos. Five Star’s campaigns have not just made waves, but they’ve set the new standard for the brand themselves and for any brands striving to capture younger gen’s heart.
  • ENTRANT MUST INDICATE HOW THE LONG-TERM STRATEGY WAS PART OF A LONGER TERM CAMPAIGN :
    THE LONG-TERM STRATEGY FOR FIVE STAR CHICKEN WAS CRAFTED TO ALIGN WITH A LONGER-TERM CAMPAIGN THAT SPANNED THREE YEARS, SUCCESSFULLY ADDRESSING THE BRAND’S CHALLENGE OF CONNECTING WITH YOUNGER GENERATIONS WHILE MAINTAINING ITS RELEVANCE WITH OLDER GEN. HERE’S HOW:

    1. UNIFIED BRAND PROPOSITION: THE STRATEGY REVOLVED AROUND A CONSISTENT AND RESONANT BRAND PROPOSITION: “THE CHICKEN THAT CONNECTS GENERATIONS.” THIS CONCEPT WAS CARRIED THROUGHOUT THE 3-YEAR CAMPAIGN IT EFFECTIVELY POSITIONED FIVE STAR AS A UNIFYING FORCE IN THAI SOCIETY, ADDRESSING THE DEEPLY ROOTED ISSUE OF THE GENERATION GAP WHILE STAYING TRUE TO ITS CORE IDENTITY AS A FAMILY-ORIENTED BRAND.

    2. PHASED EXECUTION WITH EVOLVING THEMES: THE CAMPAIGN WAS DESIGNED IN THREE DISTINCT PHASES, EACH CONTRIBUTING TO THE OVERARCHING STRATEGY:
    • YEAR 1: LAUNCHED THE POSITIONING WITH THREE EMOTIONALLY CHARGED FILMS TACKLING GENERATIONAL ISSUES IN WORK, FAMILY, AND EDUCATION.
    • YEAR 2: REINFORCED THE MESSAGE THROUGH “THE MOVIE THAT WAS MADE (FROM) US,” A USER-GENERATED CAMPAIGN, INVITING PARTICIPATION ACROSS GENERATIONS.
    • YEAR 3: DEEPENED EMOTIONAL CONNECTIONS WITH THE YOUNGER GENERATION THROUGH “MY PARENT IS A TIKTOKER,” UTILIZING THE FAMILY-ORIENTED HOLIDAY AND LEVERAGING TIKTOK TRENDS TO CELEBRATE FAMILY BONDS AND MEALS.

    3. TANGIBLE BUSINESS AND CULTURAL IMPACT: THE STRATEGY SUCCESSFULLY DELIVERED MEASURABLE RESULTS OVER THE CAMPAIGN’S DURATION, INCLUDING A +93.3% INCREASE IN GEN-Z CONTRIBUTION AND A DRAMATIC SALES RECOVERY. BEYOND BUSINESS METRICS, IT SET A NEW CULTURAL STANDARD FOR BRIDGING GENERATIONAL DIVIDES THROUGH SHARED EXPERIENCES, SOLIDIFYING FIVE STAR’S LEADERSHIP POSITION.
    THIS STRATEGY DEMONSTRATES HOW A CLEAR VISION, PHASED EXECUTION, AND ADAPTABILITY CAN DRIVE A LONGER-TERM CAMPAIGN TO ACHIEVE BOTH BRAND AND BUSINESS GOALS.