Charoen Pokphand Foods Public Company Limited (CP Foods) received 6 Marketing Excellence Awards 2024 for its outstanding international campaign "Thai Chicken Going to Space". The campaign won 2 Gold awards in the categories of "Excellence in Brand Strategy" for its exceptional strategic marketing planning, and "Excellence in Communications" for the year's most outstanding communication campaign.

Additionally, the "Thai Chicken Going to Space" campaign also secured 2 Bronze awards in the categories of "Excellence in TV / Video Advertising" for best TV and video advertising campaign, and "Marketing Team of the Year", which recognizes the top teamwork that combines ideas and creativity to produce excellent marketing results.

Furthermore, the "CP Extreme Cheese Lava Sausage" campaign also won two awards at the same event, including a Silver Award in the Excellence in Out-of-Home Advertisement category for the best out-of-home advertising campaign, and a Bronze award in the Excellence in Interactive Marketing AR & VR category for online marketing using AR & VR technology.

Ms. Anarkawee Chooratn, Head of Marketing at CP Foods, said that the 6 awards reflect the success of our marketing strategy leading to business growth, especially the "Thai Chicken Going to Space" and "CP Extreme Cheese Lava Sausage" campaigns. These campaigns focused on addressing consumer needs, based on in-depth consumer behavior studies, and were able to communicate to enhance relationship between brand and customers effectively, leading to long-term brand loyalty and repeat purchases.

The awards for the "Thai Chicken Going to Space" campaign prove that CP brand chicken meat's safety standards have reached space-level safety, 'Space Safety Standard', following NASA's food safety criteria, which is the same standard that astronauts can consume. CP Foods has organized marketing communication activities for consumers to participate and take pride in this national-level success, transforming Siam Square, the heart of shopping and entertainment in Bangkok, into a space station, which became the #1 trend on X (Twitter) in Thailand and #3 globally, as well as increasing domestic sales by 11% and expanding positive business results internationally.

The "Extreme Cheese Lava Sausage" campaign focused on a communication strategy that could reach and captivate 'Gen Z & Alpha' consumers by using AR and VR innovations, including 'ROBLOX', a Virtual World game, as communication channels. The campaign used language that created closeness with the younger generation to target school children and those who enjoy challenging activities. By decorating BTS and MRT stations into cheese-filled cities that attract to the target audience, the campaign was able to boost sausage sales by 25%.

The Marketing Excellence Awards are organized by MARKETING-INTERACTIVE, a leading Asian online magazine for advertising and marketing based in Singapore, which reaches marketing executives across Asia. The awards honor notably outstanding marketing, creative advertising, public relations, market research, and marketing communications work in the Asia region.