Nestlé Thailand advises 'Small bites for big changes'

Nestlé Thailand "Mom's Diary" by J. Connect.
Nestlé Thailand "Mom's Diary" by J. Connect.

Film tells story of relationship between Nestle food product and a Thai family

THAILAND - Recognizing that many Thai people want to live healthier lifestyles, Nestlé Thailand has launched an expansive campaign to promote the idea that small, manageable steps can lead toward that seemingly daunting goal.

The campaign kicked off with a 15-second ad on Feb. 27 and continued March 12 with a heart-tugging online film about a mother who keeps a detailed diary of what her young son eats. The campaign also includes personalized health-counseling services in more than 200 grocery stores through the month of March, plus a nationwide promotion on a selection of products, which runs until April 15 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 mother kept (the agency confirms the posting was not a part of the campaign). That in turn led to television coverage on ThaiPBS

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 credits

Client: Nestlé Thailand
Agency: J. Connect, a digital unit of the J. Walter Thompson Group Bangkok
Southeast Asia CEO: Bob Hekkelman
Business Director: Hansa Wongsiripitack
Chief Creative Officer: Satit Jantawiwat
Creative Director: Damisa Ongsiriwattana
Executive Creative Director: AsawinPhanichwatana
Associate Creative Director: Wikorn Rojarayanont
Senior Art Director: Tanagorn Chinamornlert
Art Director: Nida Techakitteranun
Copy Writer: Jermporn Jeevarat
Copy Writer: Thamonwan Rojanawanichkit
Director of Planning: Prachawan Ketavan
Strategic & Digital Planning Director: Chatree Chokmongkolsatian
Digital Strategic Planner: Sirunya Swadchaipong
Communication Planner: Pote Laddaphan
Account Director: Siripen Supukpongvilai
Senior Account Manager: Parinyaporn Srangsomwong
Account Manager: Maneerat Adjanapanya
Account Executive: Seetala Ratanamalai
Group Account Director: Lita Ann Nosavan
Head of Producer & Project Management: Chainarong Wattanathanakun
Project Manager: Thavanya Laohawirunkul
Creative Service Director: Wascharin Pongsirivilas
Traffic & Planning Coordinator: Paweena Promtong
Creative Co-ordinator: Mira Vasukulkasemtorn
Sunshine etc. Production House
Film Director: Kumphol Witpiboolrut
Shoryuken Production House
Film Director: Chacree Rujiviphat

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