VML Thailand turn unused sauce packets into discounts in The Pizza Company’s new campaign
The Pizza Company, Thailand’s largest pizza chain, together with VML Thailand, has launched a new campaign that turns an everyday clutter into a creative opportunity. With delivery on the rise, Thai households have quietly amassed stashes of ketchup, chili sauce, mustard, fish sauce, and vinegar packets—stuffed into fridge doors, cupboards, and balanced on microwaves.
Instead of seeing a mess, The Pizza Company and VML Thailand saw potential: transform those forgotten packets into free pizza and bring people back into restaurants.
On Mother’s Day, honoring the country’s No. 1 sauce keepers, the brand launched “Sauce Packet Coupon.” The mechanic was pure simplicity: bring any unused sauce packets, from any brand, to any Pizza Company restaurant nationwide. Weigh them. The heavier the stash, the bigger the discount, up to 100 baht, enough for a medium pizza.
The response was immediate. Social media lit up, and families showed up with bags, boxes, even buckets of sauce packets. Dining rooms filled across the country. Beyond sparking conversation, the campaign delivered measurable results: Average Order Value (spending per bill) increased by 58%. On digital platforms, the campaign reached an additional 2.6 million people, with engagement soaring by 109,000 interactions.
From delivery-era clutter to dine-in crowds, a zero-cost item found in every home became zero-baht pizza and one of Thailand’s most loved brand activations of the year.
Credits
The Pizza Company Team
Chief Operating Officer of Minor Food Group: Anupon Nitiyanant
General Manager of The Pizza Company: Patt Pongwittayapipat
Marketing Director of The Pizza Company: Kittiya Wannasuree
Marketing Manager of The Pizza Company: Supatchaya Kaewlaiad
Assistant Marketing Manager of The Pizza Company: Ajjima Tangchaiburana
VML Group Thailand Agency Team
Chief Executive Officer: Parattajariya Jalayanateja
Chief Creative Officer: Park Wannasiri
Executive Creative Director: Peerayot Pichitnapakul
Associate Creative Director: Pinnawat Srisurin
Senior Art Director: Sarun Erbchokchai
Copywriter: Chananchida Pattarakiatikun, Kasama Kruengkrai
Business Director: Arisarakorn Kamonsuntisuk
Group Account Director: Yamonsiri Phornchindarak
Account Manager: Ammara Fuksuwan
Senior Account Executive: Siriwimon Eawasuk
Head of Strategy: Sakila Banyen
Strategy Manager: Tichayapatr Thitiratsakul
Producer: Wannaporn Jitsom
Creative Service Director: Wascharin Pongsirivilas
Senior Project Manager: Wiyada Rakngarn
Production House: LETS GET NUTS
DIRECTOR: Piboonwat Premsripech
DOP: Nattaphat Rakphaet
Art Dept: Supaporn Rojwipaporn
PD: Tanachaorn Inganinanda
PA: Natnicha Chanaprakon
MUA: Veereda Pakechay
STYLIST: Kawinlarda Wanikorn
SOUND: Panudet Noiwiset
EDITOR/COLORIST: Nattaphat Rakphaet
