Why is this work relevant for Entertainment?

Roza Reconnected is a film that get people to value small things that we usually take for granted in our everyday life like homefood and family relationship. Although it’s a branded content to celebrate 50th anniversary of Roza, the film can captivate people and makes them realize that a small moment of cooking and eating together in a family can create long lasting memory.

Background

Roza is a leading food brand that has been in Thai’s household for a long time. With a wide range of Roza products from ketchup, ready-to-cook sauces, canned sardines, to instant packed food, every Thai family has one Roza product in their houses. To celebrate 50th year anniversary, we wanted to emphasize our long commitment “to connect family with food” in the society and encourage people to cook and eat together at home as a way to strengthen family relationship.

Describe the creative idea

To highlight the importance of homefood, we take our viewers to 50 years ahead and show them how homefood will play a role. As the film is set in 2050, we imagine that food will be more advanced in terms of appearance and effect. So we design Mood Bar, which can trigger different moods when eaten. Then we portray a robot-run restaurant where human can easily sync their memory to order food. But no matter how much time passes and how advanced technology is, human will still yearn for homefood because each dish has personal and meaningful story which can connect them to the person they love.

Describe the strategy

In Thailand, food culture is thriving. There are many famous street food stalls and restaurants from every price range. Thai people like to eat out or order food delivery. On the other hand, homefood has been declining in role. Cooking at home is considered a waste of time and eating together is a rare occasion, resulting in family members growing apart despite living under the same roof. So, we wanted people to cook and eat together with Roza as a bridge at every step of their life.

Describe the execution

The film was produced under a small budget of 90,000 USD within production period of 2 months and launched as online film on Roza Facebook Page, Roza YouTube channel, and Roza LINE official account on 1st December 2021.

Describe the outcome

Roza Reconnected hit 1.4 million views in just one week with engagement rate of 75.69%. We gained 120,000 USD media coverage. Brand received a lot of positive feedbacks from new target group, people from 25-35 years of age. Most importantly, Roza becomes a brand that can connect people from different generations with a heart-warming homemade meal.