Grey Thailand reignites Bar BQ Plaza sales through viral “Sad Kamachan” phenomenon

Bar BQ Plaza, a popular barbeque restaurant chain in Thailand with 37 years of history, faced a challenge in the market – they needed to bring back loyal customers who had not visited in a while. At the heart of the Bar BQ Plaza experience is their iconic fish ball mascot, “Kama-Chan,” which is served with every meal.

In a bold move, Bar BQ Plaza decided to change things up. They teamed up with Grey Thailand, and turned their signature smiling fish ball into “Sad Kama-Chan,” a funny yet lovable version with a (sad) frown, featured in a special promotional meal set for a limited time.

This small change made a big impact. The sight of Sad Kama-Chan caught people’s attention immediately. Diners started sharing photos on social media, spreading the campaign far beyond what traditional advertising could achieve.

Sad Kama-Chan quickly went viral. People flocked to Bar BQ Plaza to see the sad fish ball for themselves, sparking over 200,000 online mentions in just one night. A movement began, with fans calling to “bring back Kama-Chan’s smile.” Bar BQ Plaza responded by promising to restore Kama-Chan’s smile once sales targets were met—motivating even more customers to visit.

In the end, this idea helped drive sales and rekindled the emotional connection between customers and the brand. It’s proof that sometimes, a little sadness can lead to big smiles. This success was made possible by the bold decision taken by Bar BQ Plaza’s team and their collaboration with Grey Thailand.

Credits
Agency – Grey Thailand
Chairwoman: Kanaporn Hutcheson
Chief Creative Officer : Sompat Trisadikun
Chief Executive Cfficer : Kanokkorn Seehapan
Executive Creative Director : Jiradej Penglengpol
Creative Group Head : Sirikorn Rungrueangdechaphat
Senior Art Director : Atthapong Rakkhatham
Copywriter : Jirachaya Rengmukda
Account Management Director : Vorawan Kaewket
Senior Account Manager : Thanit Wongsudta
Deputy Chief Strategic Officer : Navinda Kittisubkul
Strategic Planner : Jidapa Tansutat
Agency Producer : Ruangkanjana Aiamrit
Project Manager : Kamonluck Mungwattana / Krittika Jindasiri
Editor : Ronnakorn Phantawongsupakorn
Global Agency Team
Global Chief Creative Officer – Gabriel Schmitt
Global Creative Partner – Diego Medvedocky
Global Craft Partner – Costanza Rossi
Global Creative Production Partner – Emiliano Alvarenga
APAC Regional PR, Chief Communications Officer – Huma Qureshi
Client: Food Passion
Chief Marketing Officer: Rath Takulthai
Head of Digital Marketing & CRM: Narongwit Pantharaksakul
Digital Marketing Manager: Krongkwan Singto
Assistant Digital Marketing Manager: Threeranat Pimpa
Senior Marketing Communications Manager: Usa Sae-Jiw
Senior Specialist of Marketing Communications – Creative: Minyada Nanwong
CRM Manager: Pornpatcharanun Pratummalummal