Results and Effectiveness

The Foremost Nutrition Squad’s special operation generated buzz and news all over the country. The campaign’s message reached 1.4 Million Thai through the news, websites and morning TV show. The “Foremost Nutrition Squad” succeeded in raising people’s awareness of the missing element of most Thai people’s daily morning meals. Most importantly, Foremost owned the brand image of being a milk brand that ‘provides you benefit along with whatever you drink with’ with 12% increase in the latest consumer tracking, which left other competitors far behind in this attribute.

Creative Execution

We created the Foremost Nutrition Squad, a band of uniformed guerrilla officers who traveled around checking the nutritional quality of people’s breakfasts. This unit was equipped with a Super Scanner, a high tech detection device that enabled the Squad to determine the nutritional quality of people’s breakfasts. The Squad stormed around Bangkok at the beginning of each day, hits on the moment of truth, interrupted the routine, and encouraged them to change to this new healthy behavior. Those who are caught with inadequate breakfasts will be ticketed and the fine is simply to drink milk. The Squad’s operation schedule was promoted via its Facebook and Twitter to caution people to be aware of inadequate breakfasts. The operation was recorded and gone viral on-line. The Squad also invaded morning TV programs to check the nutritional quality of the hosts. These integrated channels could finally build up the momentum of this activation.

Insights, Strategy and the Idea

Everyday, Thai people eat ordinary breakfasts that don’t provide them with a complete nutritional intake. In morning rush hours, people usually take ‘grab and go’ breakfast for convenience and 10% of the population just skip this most important meal. They are unaware that they could get all their essential nutrients simply by drinking a glass of milk with their daily breakfasts. How Foremost, a milk brand leader, can convince Thai people to drink milk with their breakfasts, to get all their essential daily nutrients? Business-wise, creating another milk occasion means more sales opportunity.