ARCHIVETops Turns 28 With a Sticker Campaign Built on Gratitude
Tops launched its 28 Year Anniversary campaign in Thailand in August 2024, produced by GREYnJ United, as a film-led brand campaign combining customer gratitude, a sticker-based savings promotion, and the debut of Topster — the retailer's first official mascot — across Tops Food Hall, Tops, and Tops Daily stores nationwide.
The campaign carries the theme "Infinite Happiness" and is anchored by the tagline "แปะปุ๊บ ลดปั๊บ ลดเลยตามใจคุณ," translating broadly as "stick, save immediately — discount your way." The phrase encapsulates the promotional mechanic at the heart of the campaign: a sticker-savings programme returning to Tops stores from 21 August to 10 September 2024, through which customers received stickers redeemable for discounts of up to 20 percent on their purchases, according to centralretail.com. The1 loyalty members unlocked stickers on a tiered spending basis — 300 baht of spend yielded a 10 percent sticker, 800 baht a 15 percent sticker, and 1,200 baht a 20 percent sticker.
A secondary promotional window extended the campaign from 4 to 30 September 2024, encompassing both physical stores and online channels, with up to 12 stickers available and more than 30 participating brands, as reported by Brandbuffet In Th. In Thailand's competitive grocery environment, the campaign positions Tops not merely as a discount vehicle but as a long-term partner to its customers — a distinction the narrative film format is specifically designed to reinforce. Clapboard's editorial team assigns this campaign a Clapboard Score of 47 out of 100, reflecting competent execution of a proven promotional format within the constraints of a milestone anniversary brief.
ARCHIVETops operates inside one of Southeast Asia's most structured and competitive grocery markets. Thailand's supermarket retail segment was estimated at approximately 6.8 billion US dollars in 2024, with food retail sales reaching an estimated 7.9 billion US dollars and growing at approximately 6 percent year over year, according to data from the United States Department of Agriculture Foreign Agricultural Service, as published via Apps Fas Usda Gov. The broader Thai grocery market is forecast to grow from approximately 53.5 billion euros in 2023 to approximately 67.3 billion euros in 2028, representing a compound annual growth rate of roughly 4.7 percent, according to data cited via tridge.com.
Within this environment, Tops competes directly with established rivals including Lotus's, the rebranded hypermarket and supermarket chain formerly known as Tesco Lotus, and Villa Market, which targets premium and expatriate grocery shoppers in urban centres. The retail food structure in Thailand is notably fragmented: according to apps.fas.usda.gov, food, drink, and tobacco specialists account for 28 percent of the market, convenience retailers 27 percent, small local grocers 18 percent, and supermarkets 12 percent, with hypermarkets holding a smaller share. Against this backdrop, the 28 Year Anniversary campaign's strategy is legible: use a milestone moment to assert Tops' longevity and reliability while deploying a tangible promotional mechanic — the returning sticker programme — to drive footfall and basket size across all store formats.
The campaign's decision to revive the "Stick and Save" mechanic is deliberate. Familiarity lowers the barrier to participation, and a tiered spending structure rewards higher-value customers while remaining accessible to everyday shoppers. The inclusion of The1 loyalty members as the primary sticker recipients deepens the campaign's role within Central Retail's broader ecosystem, reinforcing retention alongside acquisition goals in the Thai retail market.
GREYnJ United built the 28 Year Anniversary campaign around a narrative film format, a medium chosen to carry emotional weight that a promotional announcement alone cannot sustain. The film approach allows the campaign to position the anniversary as a shared experience between Tops and its customers rather than a purely transactional occasion, using storytelling to move the viewer through gratitude toward a forward-looking promise of quality, freshness, and service.
The most distinctive creative decision within the campaign is the introduction of Topster, Tops' first brand mascot, as reported by brandbuffet.in.th and confirmed through centralretail.com. The creation of a mascot at the 28-year mark is a considered brand-building move: mascots serve as durable, platform-agnostic assets that can anchor future campaigns, social content, and in-store communications well beyond a single anniversary cycle. Topster's debut within this campaign signals that the 28 Year Anniversary is functioning as a brand relaunch moment as much as a celebratory one, extending its strategic purpose beyond the promotional window.
The campaign's social media layer, distributed across Tops Thailand's channels under hashtags including #Tops28thAnniversary, #EveryDayDISCOVERY, and #แปะปุ๊ปลดปั๊ป, extends the film's narrative into participatory territory, encouraging customers to engage with the sticker mechanic digitally as well as in-store. The tagline — with its rhythmic, sticker-snap onomatopoeia — is constructed for spoken recall and social repetition, functioning effectively in both Thai-language digital contexts and point-of-sale environments across the 2024 campaign period. Production credits for the 28 Year Anniversary campaign, including director and production company, are not publicly documented.
Verified third-party performance data for the 28 Year Anniversary campaign's advertising effectiveness is limited in the public domain. The campaign's YouTube presence recorded 1,735 views and 3 likes at the time of submission, with no public comments, as documented via Clapboard's own archive. These figures reflect modest organic reach for the film asset itself, though they do not account for paid media distribution, in-store activation scale, or The1 loyalty programme engagement data, none of which have been disclosed publicly.
What the available structural evidence does confirm is meaningful promotional scale. The sticker programme ran nationally across Tops Food Hall, Tops, and Tops Daily locations from 21 August to 10 September 2024, with a secondary online and in-store phase extending through 30 September 2024, according to brandbuffet.in.th and centralretail.com. More than 30 brands participated in the promotion, as reported by brandbuffet.in.th, indicating significant supplier co-investment and a commercial infrastructure that extends well beyond the film creative itself.
No verified advertising awards have been identified for the 28 Year Anniversary campaign from publicly available records. The campaign's structural effectiveness rests on the convergence of three proven mechanics — emotional narrative film, a familiar and well-understood sticker savings mechanic, and the introduction of a long-term brand asset in Topster — deployed together at a milestone moment designed to deepen loyalty among an existing customer base in the Thai retail market. The Clapboard Score of 47 out of 100 reflects a campaign that executes its brief competently without introducing significant creative risk or formal innovation.
The Tops 28 Year Anniversary campaign is a retail brand campaign launched in Thailand in August 2024 by GREYnJ United. It combines a narrative film with a nationwide sticker-based savings promotion, offers discounts of up to 20 percent for The1 loyalty members, and introduces Topster as Tops' first official brand mascot.
The primary promotional period ran from 21 August to 10 September 2024 across Tops Food Hall, Tops, and Tops Daily stores nationwide. A secondary phase extended from 4 to 30 September 2024 across physical stores and online platforms, featuring up to 12 stickers and more than 30 participating brands, as reported by brandbuffet.in.th.
GREYnJ United created the Tops 28 Year Anniversary campaign. The Bangkok-based agency produced the campaign as a film-medium brand initiative for Tops, part of Central Retail's food division, publishing the work in Thailand in August 2024 under the "Infinite Happiness" anniversary theme with an associated sticker savings mechanic.
Topster is Tops' first official brand mascot, introduced during the 28 Year Anniversary campaign in 2024. The mascot debuted as a long-term brand asset designed to anchor future campaigns and digital content beyond the anniversary window, as reported by brandbuffet.in.th and centralretail.com, signalling the anniversary's dual role as a brand relaunch moment.
The1 loyalty members received tiered stickers based on spending thresholds: 300 baht of spend yielded a 10 percent sticker, 800 baht a 15 percent sticker, and 1,200 baht a 20 percent sticker. Customers applied stickers to purchases of their choice, delivering discounts of up to 20 percent, according to centralretail.com, across all participating Tops store formats nationwide.
Clapboard assigns the Tops 28 Year Anniversary campaign a score of 47 out of 100. The score reflects competent deployment of a proven promotional and narrative format — combining film storytelling, a familiar sticker mechanic, and a new mascot — without introducing significant creative risk or formal innovation beyond the anniversary brief's established parameters.
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