BANGKOK, THAILAND — Ever wondered what the taste of food is like when you watch cooking shows on screen? Ever wished you could replicate the taste but don’t know how? Well Roza, a sauce and canned food company from Thailand, did exactly that. In partnership with creative agency Wunderman Thompson Thailand and streaming service Netflix Thailand, Roza co-created the world’s first film-to-kitchen sauce. Inspired by the infamous “Cry Baby” noodles, Chef Aoy’s family secret recipe from Netflix’s biggest Thai film, Hunger, is now available to satisfy cravings in every home.
The smash hit film from Netflix tells the story of Aoy who runs her family’s battered stir-fried noodles restaurant. One day, she receives an invitation to join team Hunger, Thailand’s number one luxury chef’s table team led by the famous Chef Paul. The film is a battle between two worlds: fine dining versus street food, and the rich versus the poor.
The movie gained epic attention on social media and became number one in Thailand and third-trending in the world overnight.
The most heated conversation on social media surrounds Chef Aoy‘s family secret recipe, the “cry baby stir-fried noodle.” As the film hit massive success, people in Thailand started the hunt for Aoy’s stir-fried noodle’s secret ingredient that was never revealed until now…
This Roza Chef@Home special sauce was co-created with famous chefs and Roza’s professional R&D team. From its complex flavors to the smoky wok aroma, everyone can get that perfect dish that is the heart of the film on their plate.
Khun Suwit Wangpattanamongkol, Marketing Director of Hi-Q Food Product, said, “Roza Chef@Home Hunger sauce is a co-creation with Netflix to provide cooking convenience to consumers. With just one bottle of Roza Chef@Home, everybody can be a chef at home as we believe that gathering for mealtimes is the most valuable time for families. Our purpose at Roza is to be the food solutions company that fulfills the happiness of families. Having the opportunity to work with Netflix on this Hunger movie has been an enriching brand collaboration with this fresh and exciting concept. The output is a powerful one.”
Launched overnight in supermarkets nationwide, Wunderman Thompson Thailand took shoppers by surprise by making this Roza Chef@Home sauce available in the real world. Shopper experiences were taken to the next level with Roza Chef@Home X Netflix’s Hunger flammable gondola shelves that no one could possibly ignore.
Park Wannasiri, Chief Creative Officer of Wunderman Thompson Thailand, concluded, “This collaboration took us a year to make happen, starting with R&D, to production line and distribution. From the entertainment world to your kitchen, Roza Chef@Home Hunger sauce is the next level of brand experience where anyone can satisfy their hunger from screen to table in five minutes. We are creating brand impact at scale, and not just a stunt or one-off limited-edition product.”
Marketing Director: Suwit Wangpattanamongkol
Assistant Marketing Manager: Nattakarn Jantaraumpiwong
Senior Product Marketing: Roongthip Poomkumarn
PD Marketing: Supasid Rattanobon
Digital Marketing: Yingsawad Thanasuwankasem
Graphic Designer Supervisor: Jirachaya Prasitpianchai
Product Marketing: Werapattra Sawaengwudhiphan
Digital Trade Marketing: Pornchanok Tantrakul
Marketing Administrator: Kaynika Yamdee
Client: Netflix Thailand
Agency: Wunderman Thompson Thailand
Chief Creative Officer: Park Wannasiri
Executive Creative Director: Sorasak Songnapawuttikul
Creative Group Head: Veerawin Suksantinunt
Art Director: Jirachaya Chochai, Taksaporn Saraphrund, Nut Jindakittikul
Managing Partner: Supannapa Traitonwong
Client Service Director: Sirina Shinkhem
Account Manager: Lallalita Kumkhuntee
Account Executives: Neeranuch Sritapra, Pakkaporn Pattrathiranond
Group Account Director: Yamolporn Suvarnabriksha
Account Director: Nattana Taechawanwanitchakorn:
Director of Strategy: Sean Ong
Project Manager: Wascharin Pongsirivilas, Saowarak Wongsakulpisal, Kamonchanok Navame