The Campaign

"HISO", short for high-society, the first and only brand of insect snacks wants to elevate its level from what is considered street food into something safe and modern. The brand wants to trigger that “Food taste matters, the looks don’t,” along with the fact that Thai people prefer fun stuff rather super serious one. Thus, we created fun content in the form of a film, stating the fact that our insect snacks are tasty and nutritious to draw people attention.

Creative Execution

To make people want to try our snacks more, we communicate with mass audience, using a film to elaborate the fact about how nutritious insect snacks are in a fun way.

After the launch of the film, people recognized the brand right away and tried out our products more. Thus, they went out to stores and found the empty shelves, which made our ad even more powerful. We become the first and only brand who turned “exotic snacks” from street food into modern snacks on store shelves. Even though our production line still can’t match with high demand as usual, people can remember us and think of us first when it comes to insect snacks!  

The key strategy of this campaign is to expose the truth to public. We created branding from the fact that the circulation of the product was too high in which the brand was not able to supply the large consumption demand. Also bringing up the fact that insects are a highly nutritious and healthy food source. After that, we expanded these facts into the campaign using fun content to create awareness with mass audience.