Nestlé Thailand advises 'Small bites for big changes'

Client: Nestlé Thailand

Agency: J. Connect, a digital unit of the J. Walter Thompson Group Bangkok

Market: Thailand

Campaign scope: TV, outdoor, transit, press, digital (website and Facebook) and promo

Details: The campaign started with a 15-second TVC that debuted on 27 February (below) and continued with a heart-tugging online film about a mother who keeps a detailed diary of what her young son eats, which debuted on 12 March (above). The campaign also includes personalised health counselling services in more than 200 grocery stores through the month of March, plus a nationwide promotion on a selection of products, which runs until 15 April through a number of retailers and offers chances to win various prizes.

An agency spokesperson reports that the online video has garnered more than 3.2 million views across platforms as of Monday. In addition, the film sparked a lively discussion on Pantip, a popular online forum, after one poster shared images of a very similar diary her mum kept (the agency confirms the posting was not a part of the campaign). That in turn led to television coverage on ThaiPBS. 

Press release quote: Wayne England, chairman and CEO, Nestlé Indochina: “Our campaign, which is a part of an ongoing, multi-year commitment, will help Thai consumers become healthier and make a difference to people’s lives. It will also inspire consumers to take better care of themselves, their families and the ones they care for."

Campaign Asia Pacific's comments: Just try to remain cynical and unmoved as you watch the online film. Even if you don't like fish heads and you find the mother a bit too obsessive about tracking her little king's eating habits, you have to admit the film smoothly connects smart shopping choices with nurturing. it also unobtrusively positions the brand's products as lifelong companions. Finally we also commend the idea of offering counselling services on the front lines of the health battle—although we hope the counsellers aren't only recommending Nestlé products.

CREDITS

Management team
Bob Hekkelman: Southeast Asia CEO
Hansa Wongsiripitack: Business Director
Creative team
Satit Jantawiwat: Chief Creative Officer
Damisa Ongsiriwattana: Creative Director
AsawinPhanichwatana: Executive Creative Director
Wikorn Rojarayanont: Associate Creative Director
Tanagorn Chinamornlert: Senior Art Director
Nida Techakitteranun: Art Director
Jermporn Jeevarat: Copy Writer
Thamonwan Rojanawanichkit: Copy Writer
Planning team
Prachawan Ketavan: Director of Planning
Chatree Chokmongkolsatian: Strategic & Digital Planning Director
Sirunya Swadchaipong: Digital Strategic Planner
Pote Laddaphan: Communication Planner
Client service
Siripen Supukpongvilai: Account Director
Parinyaporn Srangsomwong: Senior Account Manager
Maneerat Adjanapanya: Account Manager
Seetala Ratanamalai: Account Executive
Lita Ann Nosavan: Group Account Director
Project management
Chainarong Wattanathanakun: Head of Producer & Project Management
Thavanya Laohawirunkul: Project Manager
Wascharin Pongsirivilas: Creative Service Director
Paweena Promtong: Traffic & Planning Coordinator
Mira Vasukulkasemtorn: Creative Co-ordinator
Production for online film, ‘Mom’s Diary
Sunshine etc. Production House
Kumphol Witpiboolrut: Film Director
Production for TVC, ‘Trolley’
Shoryuken Production House
Chacree Rujiviphat: Film Director