Background

BBQ Plaza has been a favorite barbecue restaurant among Thai people for over 36 years. However, with the recent emergence of many new barbecue restaurants that have taken a share of the market, our sales have declined.

So, how can we remind fans of the good time they experience during every meal at BBQ Plaza and bring them back to our restaurant with the smallest and most effective budget.

Creative Idea

We turned Kama-Chan, the iconic smiling fish ball in every dish, into a frowning "Sad Kama-Chan" to express a sense of abandonment. 


Strategy

To turn product into new media and create online conversations.

Execution

We serve Sad Kama-Chan fish ball without any announcement. This sparked curiosity among diners, leading them to share photos on social media.

Result

The image of Sad Kama-chan quickly gained attention, bringing BBQ Plaza fans back to the restaurant, resulting in an immediate increase in sale.

A face of Sad Kama-Chan created a conversation across the social media. BBQ plaza fans  discussed on this used-to-be smiley face and how they miss her. BBQ Plaza responded by the declaration from CEO, explaining Kama-Chan's sadness and promised to restore the joy of dining for everyone.

230K online conversations overnight
111M impressions in total
190% sales increase compare to the previous month