The Leo Burnett Group Thailand

Client: Thai Health Promotion Foundation
Product: Healthy Food Promotion Plan
Title: Million Spoons
Media: Film
Country: Thailand
Date Of Campaign: 1 December 2022

Background: In Thailand, non-communicable diseases (NCDs) are the top cause of death. Over 7 million people have chronic kidney disease, 40,000 people die from heart failure, and 500,000 people become paralysed from the habit of consuming excessive daily sodium. One of the main habits that cause this health problem is auto-pilot habit of seasoning food before tasting it. Thus, how can we create a more convenient and consistent way to convey the message and encourage Thais to season less?

Idea: We simplify the message by saying that "the more seasoning, the more sodium you store." and capture people’s attention with the stunning visual of seasoning spoons that were stored from auto-pilot seasoning for a year in a film to demonstrate and highlight the massive amount of sodium that can store inside your body, which encourages audiences to be sodium-aware and rethink before adding more seasoning.

Results: As recognized throughout social media and community application, this film is currently going viral, especially on the Line application, which Thai people usually use for updating and forwarding real-time news. Moreover, it receives a lot of positive feedback on marketing websites such as Campaign Brief Asia (bit.ly/3YjuAGE), Marketing Oops (https://bit.ly/3R8xYBK).People are excited to watch this ad, we gain gross rating point (GRP) 27% more than previous campaign on the Thai Health Promotion Foundation. We gain more than 46 M. impressions and 6 M. views of online video, and +70 PR compares with the previous campaign.