Matthew Miller
Jan 13, 2016

BBQ chain extends product line to...dog food?

THAILAND - Dog food might not seem like a natural or appetising menu extension for a restaurant chain, but Thailand's Bar-B-Q Plaza is making its own brand of puppy chow as part of an appealing campaign to make people think about food waste.

Client: Bar-B-Q Plaza

Agency: GREYnJ United Thailand

Market: Thailand

Name of campaign: 'Bar B Q fulfill'

Campaign scope: Video, website, dog food

Details: The BBQ chain is asking customers to think about reducing and reusing food waste. The brand has partnered with PetPal to produce dog food that is made "from fresh leftovers to guarantee 100 percent taste and 0 percent waste". Bags of the dog food will be donated to dog charities and given to Bar-B-Q Plaza’s customers.

Campaign Asia Pacific's comments: The goal is noble and we like how the brand is challenging its customer base to make waste-reducing suggestions via the campaign website. The dog food is a good way of practicing what you preach, and it must be said that for a food purveyor, associating your brand with dog food is pretty brave. Plus the video is funny.

Previously: This campaign is much better than an earlier Bar-B-Q Plaza campaign that made our colleague Ad Nut hopping mad.

CREDITS

Client: Bar-B-Q Plaza
Chataya Supanpong, Ruangshine Supanpong, Boonyanuch Boonbumrungsup, Rate Takulthai, Mayuree Chitrakorn, Panadda Ritthiruengdej

Agency: GREYnJ United, Thailand
Chief Creative Officer: Jureeporn Thaidumrong
Creative Director: Andrew Chu
Creatives: Matthana Saetiaw, Worrawan Chailert, Arnon Kantawang, Sirichai Yotatikunchai, Cholada Pengprapatna
Account Service: Kanaporn Hutcheson, Konthamas Ratanasuvan, Kodchakorn Walaphon, Pojanee Sowantip, Nattabhat Jumpathong
Agency Producer: Kanoksak  kanchanachutha
Planner: Jongkoch Dusittanakarin

Production House: Phenomena
Director: Thanonchai Sornsrivichai
Producer: Panida Ngamsompong

 

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