Five Star Chicken, a brand with a longstanding presence in Thailand’s food industry, faced the challenge of expanding its appeal beyond Generations Boomer, X, and Y to include Gen Z and Gen Alpha. The campaign “The Movies Made (from) Us” addressed this by positioning Five Star Chicken as a unifying force across generations, capturing shared values despite generational divides. The core brand proposition leverages the idea that, regardless of differing opinions on politics, music, fashion, or parenting styles, the love for chicken remains a common ground that connects people.
The market strategy was rooted in a deep cultural insight recognizing generational fragmentation but identifying shared emotional touchpoints. Instead of relying on a traditional top-down creative approach, the campaign adopted a participatory method by collecting input from diverse audiences across Thailand about the types of films they wanted to see. These insights were synthesized into a single narrative film that symbolically represented the intersection of multiple generational perspectives through storytelling.
The campaign execution spanned digital, experiential, and film media channels, maximizing reach and engagement. Multi-language user translations further broadened accessibility. The approach effectively redefined Five Star Chicken not merely as a product but as a cultural connector, enabling it to resonate with younger demographics while maintaining legacy fans. This strategic alignment between brand promise and consumer insight yielded significant results: high engagement, substantial sales growth particularly in the chicken thigh category, and millions of views and media impressions within the first month. The campaign’s narrative strategy and inclusive creative process exemplify a nuanced method to bridge generational gaps in brand relevance.
FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres.
This campaign clearly fits the "Parody or Borrowed Format" because its core concept plays on the idea of filmmaking: it intentionally gathers film ideas from multiple generations and combines them into a single, multi-genre film. The title "The Movies Made (from) Us" and the deliberate construction from community input to create an all-in-one film celebrate and parody the diversity of cinematic styles and genres—thus leveraging film culture as a unifying pop-culture canvas. Rather than telling a classic product-centered story or merely showcasing benefits, the ad format is built on referencing, remixing, and celebrating the way movies connect us—mirroring how Five Star Chicken connects generations through a shared love for chicken. This meta, genre-blending, and referential approach is a classic borrowed format, making FORMAT#12 unquestionably the best fit.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. CP Foods (Charoen Pokphand Foods) – Market leader in Thailand’s poultry industry, CP Foods emphasizes quality, food safety, and sustainability. Their integrated supply chain and innovation in ready-to-cook products position them as a trusted brand with wide market penetration across generations.
2. S&P Syndicate – Known for combining Thai culinary tradition with modern dining, S&P offers diverse food options including chicken dishes. Their strong retail and restaurant presence positions them as a premium choice focused on family dining experiences and variety.
3. Betagro Group – A major player in fresh and processed chicken products, Betagro emphasizes health-conscious consumers by highlighting freshness, hygiene, and nutritional value, targeting both everyday and health-aware shoppers.
4. KFC Thailand – A global fast-food giant symbolizing convenience, flavor, and Western fried chicken culture. KFC appeals largely to Gen Y and Z demographics through digital marketing, new product innovations, and localized menu adaptations.
5. The Chicken Rice Shop – Specializing in authentic, flavorful chicken rice meals, this brand differentiates by focusing on traditional recipes and fast service, appealing to customers seeking comfort food with cultural roots in the casual dining sector.
Q: What is The Movies Made (from) Us about?
A: The Movies Made (from) Us is a 2022 campaign created by BBDO Bangkok in collaboration with BBDO Asia and produced by Suneta House for Five Star Chicken, a leading Thai food brand. The campaign addresses the challenge of connecting with younger generations, specifically Gen Z and Gen Alpha, while maintaining loyalty among Boomers, Gen X, and Gen Y. It centers on the idea that despite generational differences in politics, music, fashion, or parenting, a shared love for chicken unites all ages. The campaign used a participatory approach by gathering film ideas from people across Thailand and combining them into a single multi-genre film that celebrates this intergenerational connection.
Q: What creative device does The Movies Made (from) Us use?
A: The Movies Made (from) Us employs the FORMAT#12 Parody or Borrowed Format as classified by Clapboard’s 12-format taxonomy. This creative device involves parodying and referencing pop culture formats, in this case, filmmaking itself. The campaign gathered film ideas from multiple generations and blended them into one multi-genre narrative, celebrating the diversity of cinematic styles. This meta and referential approach mirrors how Five Star Chicken connects generations through a shared love of chicken, using film culture as a unifying canvas rather than a traditional product-focused story.
Q: What is the campaign proposition for The Movies Made (from) Us?
A: The campaign proposition for The Movies Made (from) Us positions Five Star Chicken as a cultural connector that unites generations through a shared passion for chicken. It targets a broad audience spanning Boomers to Gen Alpha by acknowledging generational divides in politics, music, fashion, and parenting, yet emphasizing that love for chicken remains a common ground. This strategic positioning redefines the brand beyond product benefits, aiming to resonate emotionally across age groups and revitalize relevance among younger consumers while reinforcing loyalty among existing fans in Thailand’s competitive food market.
Q: How does The Movies Made (from) Us rank in Clapboard's archive?
A: The Movies Made (from) Us holds a Clapboard Campaign Score of 82/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in blending narrative innovation with strategic brand positioning to engage multiple generations in a meaningful way.
Q: Who are the competitors in Five Star Chicken's category?
A: Five Star Chicken competes in Thailand’s poultry and food market against several key players. CP Foods leads with a focus on quality, food safety, and sustainability supported by an integrated supply chain and innovation in ready-to-cook products. S&P Syndicate combines Thai culinary tradition with modern dining, positioning itself as a premium family dining choice. Betagro Group targets health-conscious consumers by emphasizing freshness, hygiene, and nutritional value. KFC Thailand appeals primarily to Gen Y and Z with digital marketing, product innovation, and localized menus. The Chicken Rice Shop differentiates through authentic recipes and fast service, catering to customers seeking comfort food with cultural roots.
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