After the outbreak of COVID-19 Many people face hardships. and fatigue from the situation At the beginning of the year, the brand of extracted chicken soup, as the market leader in extracted chicken soup, therefore continued to support. and empowering Thai consumers to “Hum” and overcome difficult moments together by creating campaigns “Hush and go on” under the concept “When you have to ‘Hush’, take a deep breath and drink the brand”
with a commitment to doing things to be successful as you have set your goals especially in difficult current situations. The brand of ready-to-eat extracted chicken soup is a healthy drink behind the success of all Thai people.
Mrs. Chaliya Chulmok Suchato, Marketing Director of Brand Suntory (Thailand) Co., Ltd., a leader in the health food market in Thailand. and Asia, said, “The business approach of the Chicken Soup brand focuses on marketing with the strategy of ‘Moment Marketing’, timely marketing communications. Always at the right time, making ‘Chicken Extract Brand’ is the number 1 most popular brand that has been in the hearts of Thai consumers for a long time.
This reflects the confidence of Thai consumers towards the brand’s products of Chicken Soup Extract continuously. And during the COVID-19 pandemic, we find that most people have to face difficult situations in terms of work. and encountering new challenges in life, causing feelings of fatigue, discouragement, and exhaustion. Therefore, the brand of extracted chicken soup has initiated a campaign. ‘Hold up and keep going’ under the concept “When you have to suck, take a deep breath and drink the brand” in the beginning of the year.
with ‘Alex Rendell’, the latest brand presenter of extracted chicken soup. which represents a new generation of people who are committed to doing things and always ready to overcome obstacles and problems that arise Let’s come together to deliver energy to all Thai consumers who have to face difficult moments to stand up and fight together.”
Bringing influencers to boost their spirits for everyone to fight together for the highlight activity of the chicken soup brand during the last half year is the focus on marketing communication strategies. 360-degree format for both offline and online media, such as cooperation with GMMTV, organizing #HumtTalk in the form of live talk (Live Talk) on various subjects that need to be touched to boost energy for those who are exhausted and exhausted, got up and “Hush” and could go on
There were many famous guests who shared interesting experiences. And it’s helpful to empower everyone to fight together during this difficult time. The show received attention from viewers with a total of over 3 million views across 7 EPs that were aired.
Create “Music Marketing” to create encouragement.
collaboration with singers And the famous musician “Jirayuth Phaloprakarn” or Your Boy TJ (URBOYTJ) has a song “Together” (Together) with a guest “Alex Rendell” singing. this together which received a good response Recently, the audience for this song is almost 2 million views, including organizing activities with the famous radio program. Online programs and JOOX music applications are also communicated through Key Opinion Leader (KOL) and influencers. This is a strategy that is very influential in this digital era, led by URBOYTJ and Alex Rendell, who joined the event to snuggle up the brand of extracted chicken soup and dance together. via the TikTok application
join hands with “Grab” to “send power” to drivers across the country
Recently, the extracted chicken soup brand continues to inspire Thai people to overcome obstacles to take the next step by collaborating with Grab, a leading super app that helps consumers in their daily lives. Southeast Asia Delivered a special set of chicken soup brand products, a total of 80,000 sets or 240,000 bottles to encourage “Grab Driver Partner” or what many people call “Pe Grab” throughout the country.
that is committed to providing full service with heart Ready to invite users to pass on the energy to the drivers by conveying the impression of using the service with the hashtags #Hush and go on and also encourage Thai people to take care of themselves battling with the current situation by handing out product samples (Product Sampling) of the original flavored chicken soup brand to GrabFood and GrabCar users totaling more than 91,000 bottles
“After the campaign was launched in early 2021, it was found that it received a very good response from the target consumers. “After the campaign launched earlier this year, it reached 90.8% of its audience. As a result, the brand’s sales of extracted chicken soup increased 2% compared to last year. And still dominate the market No. 1 With a market share of more than 84.7%, the success factor comes from the quality of products that fully meet the needs of consumers. Comprehensive marketing communication for products
and step by step Organizing various promotional campaigns that covers both online media and offline in all channels and expanding distribution channels on e-commerce or online To increase the convenience of easy access to the product. and responding to the needs of consumers in the New Normal era where everyone turns to care about their own health and more family members Finally, the extracted chicken soup brand would like to send the power to Thai consumers to overcome difficult moments together. We are ready to be part of the success of all Thai people,” Ms. Chaliya concluded.
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