CP Foods’ new film by TBWA Thailand\Juice captures the unspoken language of family love
JUICE, the creative boutique under TBWA Thailand\Juice, has created this heartfelt campaign from CP Foods has struck a chord with audiences across Thailand, showcasing how food is often used to express care and love.
The film draws on a universal truth deeply rooted in Asian culture: while many Asians may not openly express their emotions, they show love and care through the sharing of food.
For many Asian families, love isn’t often expressed through hugs or the words “I love you,” which are uncommon in many households. Instead, parents frequently ask, “Have you already eaten?”
Therefore, a prepared meal for loved ones may seem like an ordinary routine but conveys a profound level of care. It creates a tangible bond within the family—a silent yet powerful declaration of love and a wish for everyone’s well-being. This film thoughtfully captures that essence, serving as a meaningful reminder of the importance of nutritious meals and beautifully communicating the idea that food can inspire hope, health, and connection across generations.
More than just hope, this film reinforces CP Foods’ core belief that every meal is a step toward better health and well-being. The campaign helps bring hope and health into everyday conversations among Thais. If we cannot change the past, let us start now with the ones we love.
Credits
Client: CP
Agency: TBWA Thailand\Juice
Chairman: Veradis Vinyaratn
Group CEO: Phannika Vongsayan
Chief Creative Officer: Nopharit Dusadeedumkoeng
Creative Group Head: Woottipong Lamangthong, Anin Sriurairatana
Copywriter: Yarinda Ketjumpol
Art Director: Smita Tronglakkana, Koranat Chanttadilok
Business Director: Chonlatid Saenghiran
Senior Producer: Preyaporn Thaloengchok
Production Company: Suneta House
Director: Teerapol Suneta
