Through PR, 'Crybaby Sauce' gained exceptional success in generating widespread organic content, online conversations, and substantial PR value. By strategically launching during the peak online discussions about 'Crybaby Noodles,' the campaign capitalized on the film's reactions and involved the main actress in cooking clips, creating a buzz around the product. With nationwide placement, the campaign not only ensured easy accessibility but also fostered a broad and impactful reach. Its results, including high engagement, PR value, and rapid product sales, showcase the campaign's effectiveness in garnering public attention and acclaim, making it relevant for the PR category.

Netflix, a leading streaming service with a ground-breaking constant stream of world-class content, goes from our screens to being the topic of social conversation the next day.

But there’s a disconnection between the content, and real life. For such a culturally influential brand, where is its brand felt in the real world beyond these conversations?

On the other hand, is Roza, a leading Thai sauce brand that is ever-present in our home pantries, loved recipes and everyday food experiences. But as a trusted and true influence in the culinary world, how can this brand extend its impact into the world of popular culture.

In these challenges was our partnership opportunity – the release of Netflix’s ‘Hunger’ – a vehicle which could take Netflix into the culinary world, and Roza, into the world of popular culture.

Introducing the ‘Crybaby Sauce’, the world's first film-to-table sauce created in partnership with Roza, Thailand’s leading sauce brand.

This unique sauce recreated the secret recipe found in Hunger, allowing anyone to cook the film's climax dish themselves. With complex spices, elaborate flavors, and even a wok smoke scent, the Crybaby Sauce unlocked everyone to become a Hunger chef at home.

Roza’s team of chefs, R&D experts, and food scientists worked together to perfect the recipe from the film’s script in just the descriptions of the taste of the dish.

To broaden our audience beyond Netflix's urbanite viewers, we devised a strategy to tap into a more extensive middle-class demographic, leveraging the universal passion for food in Thailand. Our innovative approach aimed to transcend visual impact, appealing directly to the audience's stomachs by partnering with a local sauce brand to recreate the renowned dish, Crybaby Noodles, from Netflix's globally recognized culinary film, 'Hunger.' Anticipating heightened online conversations about the menu, we strategically promoted 'Crybaby Sauce' during its peak, capitalizing on the film's reactions and incorporating the main actress in cooking clips for added promotion. The nationwide placement of the product ensured accessibility, amplifying engagement and overall success in bringing the film's culinary experience to a broader Thai audience.

Two weeks after the film's release, and as the online conversations about the ‘Crybaby Noodles’ reached its peak; From screen to supermarket, Crybaby Sauce was available in supermarkets nationwide. Displayed on special-built innovative shelves that assimilated bursting flames to reflect the film's visual element and theme.

A 360-communication strategy was implemented, including a TVC, flaming shelves and gondolas, and an on-ground DIY cooking roadshow to fuel the buzz. Being a cooking sauce, the product generated various organic content, including cooking videos, recipe-sharing posts, cooking duets with scenes from the film on TikTok, and taste reaction clips.

Crybaby Sauce quickly became a sought-after item, selling out on all platforms within a week, and for Netflix, Hunger became the No.1 most-watched film in Thailand, and subsequently, No.1 most-watched non-English film on Netflix globally.

The perfect partnership between two iconic brands, with Roza being a household brand with the ability to reach a broad audience in contexts that Netflix couldn’t reach normally. Crybaby sauce made Netflix’s content “tasteable”, and Roza’s expertise in sauce, a popular culture icon.

Crybaby Sauce generated over 1,500 cooking clips and photos, 1 million online conversations, and gained 29 million impressions and 11 million PR value from the press worldwide.

Moreover, Crybaby sauce gained 210M impressions and 665K USD in PR value.