How a cute fishball turned its frown upside down

The 37-year-old Thailand-based Bar BQ Plaza was suffering the fate that often plagues longstanding restaurants. While still the largest barbeque restaurant chain in Thailand, its audience was drifting away to newer, more exciting options. Bar BQ Plaza faced declining sales—a 10% drop compared to the previous year according to a case study video.  

The chain decided to use its mascot, an iconic smiling fish ball named Kama-Chan to reflect its feelings on the decline in its popularity. It launched ‘sad Kama-Chan’ replacing the usually smiling and upbeat mascot with an avatar that had an inverted smile.

The promotion resulted in patrons rushing in to see sad Kama-Chan for themselves. As with all things cute, sad Kama-Chan lost no time in becoming a viral sensation with over 200,000 online mentions in a single night, according to a release from Grey Thailand.

A lot of chatter began across social media insisting that the original smiling version of Kama-Chan be reinstated. CMO Rath Takulthai agreed, and promised that if 100k patrons dined, he would upturn Kama-Chan’s sad face. While the ultimatum provoked some amused reactions online, it also resulted in over 400,000 set meals sold in less than a week. In a month, the chain had almost tripled its sales.

Campaign’s take: For too long, marketers and agencies believed that the solution to all marketing problems could be found in beautifully crafted, emotionally engaging commercials. This thinking was replaced by the currently prevalent, but often just as blinkered view that hiring an army of online influencers is a universal panacea. In this case, both Bar BQ Plaza and Grey Thailand deserve credit for taking risks with a corporate mascot and for deploying unconventional approaches. By tapping into the universal fondness for cuteness, the brand’s unsubtle call for hard-nosed business metrics ended up reviving the fortunes of the restaurant chain.

CREDITS

Agency: Grey Thailand
Chairwoman: Kanaporn Hutcheson
Chief creative officer :  Sompat Trisadikun
Chief executive officer : Kanokkorn  Seehapan
Executive creative director : Jiradej Penglengpol
Creative group head: Sirikorn Rungrueangdechaphat
Senior art director: Atthapong Rakkhatham
Copywriter: Jirachaya Rengmukda
Account management director: Vorawan Kaewket
Senior account manager: Thanit Wongsudta
Deputy chief strategic officer: Navinda Kittisubkul
Strategic planner: Jidapa Tansutat
Agency producer: Ruangkanjana Aiamrit
Project manager: Kamonluck Mungwattana / Krittika Jindasiri
Editor: Ronnakorn Phantawongsupakorn

Global agency team:
Global chief creative officer: Gabriel Schmitt
Global creative partner: Diego Medvedocky 
Global craft partner: Costanza Rossi
Global creative production partner: Emiliano Alvarenga
APAC regional PR, chief communications officer: Huma Qureshi

Client: Food Passion
Chief marketing officer: Rath Takulthai
Head of digital marketing & CRM: Narongwit Pantharaksakul
Digital marketing manager: Krongkwan Singto
Assistant digital marketing nanager: Threeranat Pimpa
Senior marketing communications manager: Usa Sae-Jiw
Senior specialist of marketing communications - creative: Minyada Nanwong
CRM manager: Pornpatcharanun Pratummalummal