Roza Thailand co-creates the most sought after secret sauce for Netflix’s new movie, Hunger
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? Roza, Thailand’s No.1 Sauce and canned food company, did exactly that. In partnership with Wunderman Thompson Thailand and Netflix Thailand, Roza co-created the world’s first film-to-kitchen sauce. The infamous “Cry Baby” noodles is Chef Aoy’s family secret recipe from Netflix’s biggest Thai film called Hunger, now an instant sauce 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 No.1 luxury chef’s table team led by famous Chef Paul. The film is a battle between two worlds: Fine dining VS. Street food. The rich and the poor.
The movie gained epic attention on social media and became No.1 in Thailand and 3rd 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” that plays a big part in the film. 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 where every detail of the sauce is re-created. From its complex flavours to the smoky wok aroma, everyone can get that perfect dish that is the heart of the film on your plate.
Khun Suwit Wangpattanamongkol, Marketing Director of Hi-Q Food Product Co Ltd, says: “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 who fulfills the happiness of families. Having the opportunity to work with Netflix in 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 to everyone in the real world. Shopper experiences were taken to the next level with Roza Chef@Home X Netflix’s Hunger flammable gondola shelfs that no one could possibly ignore!
Park Wannasiri, Chief Creative Officer of Wunderman Thompson Thailand, said: “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”
Credits
Client: Roza
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
