'Crybaby Sauce' is ideal for Entertainment, seamlessly merging entertainment and real-world experience. Partnering with Roza, a leading Thai sauce brand, the campaign transforms a pivotal moment from Netflix's 'Hunger' into a tangible, interactive experience. The world's first film-to-table sauce brings the film's climax to life, offering an entertaining and immersive cooking experience. Complex spices, elaborate flavors, and a wok smoke scent enhance the sensory journey, making cooking an engaging and delightful form of entertainment. With impressive results, including high online engagement, PR value, and swift product sales, the campaign stands out for its success in captivating and entertaining the audience.

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.

We recognized Netflix's global cultural impact, from 'The Crown' to 'Stranger Things,' showcasing its massive influence. While targeting Netflix's urbanite audience, we sought a strategy for broader middle-class engagement. Recognizing Thais' universal passion for food, we aimed to replicate Netflix's global cultural impact in Thailand. Focusing on 'Hunger,' a globally recognized culinary film, we anticipated discussions around a key dish – Crybaby Noodles. Our success plan unfolded by partnering with a local sauce brand, bridging the gap between screen and taste. This collaboration allowed audiences to experience the film beyond visuals, appealing directly to their stomachs and establishing a memorable, culturally resonant connection.

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.

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.