J. Walter Thompson Bangkok + Nestle encourage Thais to make small bites for big changes

Nestlé Thailand is encouraging all Thais to start the path to good health today by gradually making small adjustments to their daily routine and diet to eventually achieve a healthier life through the integrated “Choose Wellness”, Choose Nestlé campaign. This year’s campaign, conducted under the theme of “Small Bites for Big Changes”, spans a wide range of consumer touch points, including TV, outdoor, transit, press, digital and promo, together with personalized health counselling services in over 200 grocery stores.

VIEW THE TVC (In Thai)

VIEW THE FILM

“Small Bites for Big Changes” emphasizes that a healthier life can start with small steps in changing diet and behaviour. The campaign, created by J. Connect, a digital unit of the J. Walter Thompson Group Bangkok, underscores Nestlé Thailand’s mission and commitment to improve nutrition, health and wellness of Thai consumers.

“Our campaign, which is a part of an ongoing, multi-year commitment, will help Thai consumers become healthier and make a difference to people’s lives.  It will also inspire consumers to take better care of themselves, their families and the ones they care for,” said Wayne England, Chairman and CEO – Nestlé Indochina.

“Many urban Thais want a healthier lifestyle, but making big changes to our behavior and routine can be daunting.  Nestlé’s aim was to offer consumers easy, tangible steps to healthier living to encourage people to make small adjustments and healthier choices to achieve their health goals,” said Hansa Wongsiripitack, Business Director of J-Connect.

The TV Commercial, ‘Trolley’ promotes the free personalized health counselling services Nestlé is offering at more than 200 Hypermarkets and Supermarkets nationwide from March 7 to March 29, through the story of a cheerful family out on a shopping trip. Consumers also learn about various products on offer in a nationwide promotion in March and April from the binocular viewfinder of the witty son, who’s dressed up as a little pirate, and about prizes on offer during the promotion period.

The campaign moved online on March 12 with the launch of “Mom’s Diary”, an emotive 3 minute web film that tells the story of a mother’s devotion to her child, and her belief that great care starts with small bites. 

“Mom’s Diary” centers on an engaged couple who visits the family of the groom-to-be for dinner. His mother presents a diary to her son’s fiancée that she kept since he was a baby, recording in exquisite details the love and attention she paid to his food & beverages:  the first carton of milk he drank; her attempt to bake him a birthday cake, the seed he once choked on; her worries about what he’d eat while away in his first boy scout camping trip; and lists of his favorite and least-liked foods. The son is deeply touched by the diary, and the love conveyed through his mother’s attention to his health and well-being. The web film has hit home with Thai consumers, drawing over 500,000 views on Youtube and Facebook in the first seven days.

The campaign assets encourage consumers to visit Nestlé Thailand’s web and social media sites.

Credits –

Chacree Rujiviphat- Film Director