BANGKOK, THAILAND — What began as a lighthearted observation about a common Thai household quirk has transformed into one of the year’s most engaging brand activations. The Pizza Company, Thailand’s largest pizza chain, in partnership with VML Group Thailand, has turned forgotten sauce packets into a nationwide campaign that resonated with families and food lovers alike.
The insight was simple yet universally relatable: nearly every Thai household has a stash of ketchup, chili sauce, mustard, fish sauce, or vinegar packets tucked away in fridge doors, cupboards, and drawers – remnants of the booming food delivery era. Rather than seeing this as clutter, The Pizza Company saw an opportunity to turn it into value.
On Mother’s Day, the brand launched the “Sauce Packet Coupon” campaign, paying tribute to the country’s ultimate sauce keepers: mothers. The mechanic was straightforward: customers could bring in unused sauce packets, from any brand, to any Pizza Company restaurant nationwide. The packets were weighed, and the heavier the collection, the bigger the discount – up to 100 baht, enough for a medium pizza.
The activation sparked an overwhelming response. Social media was abuzz with posts of families arriving at branches armed with bags, boxes, and even buckets of sauce packets. Dining rooms quickly filled up across the country, reversing the pandemic-era trend of takeout.
The campaign also yielded strong business results. The Pizza Company reported a 58% increase in Average Order Value, while digital reach extended to an additional 2.6 million people. Online engagement surged with over 109,000 interactions, cementing the campaign as a standout success.
By transforming zero-cost items gathering dust in households into zero-baht pizza, The Pizza Company and VML Group Thailand created not just a clever promotion, but a cultural talking point. What began as an everyday nuisance became a memorable experience that celebrated family, community, and creativity.
Credits: Sauce Packet Coupon
The Pizza Company Team
Chief Operating Officer of Minor Food Group: Anupon Nitiyanant
General Manager of The Pizza Company: Patt Pongwittayapipat
Marketing Director of The Pizza Company: Kittiya Wannasuree
Marketing Manager of The Pizza Company: Supatchaya Kaewlaiad
Assistant Marketing Manager of The Pizza Company: Ajjima Tangchaiburana
VML Group Thailand Agency Team
Chief Executive Officer: Parattajariya Jalayanateja
Chief Creative Officer: Park Wannasiri
Executive Creative Director: Peerayot Pichitnapakul
Associate Creative Director: Pinnawat Srisurin
Senior Art Director: Sarun Erbchokchai
Copywriter: Chananchida Pattarakiatikun, Kasama Kruengkrai
Business Director: Arisarakorn Kamonsuntisuk
Group Account Director: Yamonsiri Phornchindarak
Account Manager: Ammara Fuksuwan
Senior Account Executive: Siriwimon Eawasuk
Head of Strategy: Sakila Banyen
Strategy Manager: Tichayapatr Thitiratsakul
Producer: Wannaporn Jitsom
Creative Service Director: Wascharin Pongsirivilas
Senior Project Manager: Wiyada Rakngarn
Production House: Lets Get Nuts
Director: Piboonwat Premsripech
DOP: Nattaphat Rakphaet
Art Department: Supaporn Rojwipaporn
Production Designer: Tanachaorn Inganinanda
PA: Natnicha Chanaprakon
MUA: Veereda Pakechay
Stylist: Kawinlarda Wanikorn
Sound: Panudet Noiwiset
Editor/Colorist: Nattaphat Rakphaet
