Ogilvy Thailand's Latest Campaign for C.P Group Explores Positive Gratitude of Thai Culture

The Charoen Pokphand Group (C.P. Group) - Thailand's largest private company and one of the world's largest conglomerates – has today launched a brand campaign named “Gratitude”. The 6-minute online film tells the powerful story of a young teacher and his mother in a remote Thai village.

“Gratitude has always been an integral part of Thai culture” said Supachai Chearavanont, Chief Executive Officer of C.P. Group. “As a Thai business, we wanted to celebrate this unique part of our culture, and the qualities it endears when it comes to how we choose to conduct ourselves in life – and for the C.P. Group – our business”.

The C.P. Group traces its humble beginnings to a small seed shop named Chia Tai established in 1921. The conglomerate consists of three core businesses that operate in agribusiness and food, retail and distribution, and the telecommunications industries. Today the group has investments in over 30 countries, employing more than 300,000 people.

“This campaign is all about the gratitude we have for all of our consumers, suppliers, and stakeholders that have each played a role in our success.” added Chearavanont. “We hope it inspires our younger generations to embrace the values of gratitude, just as it drives us to continue improving our own operations, products, and services for the betterment of people, society, and the economy”.