Flora Food is a household name in many regions—but in Thailand, their iconic product Blue Band needed a fresh approach. While widely recognized, the brand risked fading into the background of consumers’ minds as new generations turned to newer, trendier alternatives.
Through a strategic digital campaign focused on Flora Food marketing, we helped Blue Band reconnect with modern Thai families. The result? A high-performing, emotionally resonant campaign that reached millions—and inspired thousands to bring Blue Band back into their kitchens.
Flora Food’s Blue Band is a product many Thai consumers grew up with. But legacy doesn’t always equal relevance. Despite strong name recognition, engagement with the brand had declined. Newer audiences, particularly health-conscious parents, needed more than nostalgia—they needed reason to trust, engage, and buy.
In short, Flora Food marketing needed a refresh—one that balanced tradition with modernity, and nutrition with convenience.
We started by identifying Flora Food’s core audience personas—mothers, home cooks, and caregivers looking for easy, healthy food solutions for their families. These consumers weren’t just shopping for products—they were seeking reassurance and inspiration.
With that in mind, we built a campaign rooted in a core idea:
“Balanced meals for strong growth.”
This became our guiding principle for all messaging and visual content. The campaign strategy was executed through three main pillars:
We created a full-scale content calendar tailored to family-focused topics. Posts were structured around nutrition tips, simple recipes, and relatable parenting moments. Every content piece was aligned to a stage of the customer journey—raising awareness, building trust, or driving conversion.
Key themes included:
To humanize the brand, we partnered with key opinion leaders (KOLs) who were authentic voices in parenting and food. These weren’t celebrity endorsements—they were real people with real stories, sharing how they use Blue Band in their everyday lives.
Creators shared:
This tactic turned Flora Food marketing into a relatable conversation, not just a broadcast.
Using targeted social media ads and link-click campaigns, we distributed the content across Facebook, Instagram, and LINE. We optimized each ad set using real-time performance data, ensuring budget efficiency and maximum reach.
We tested:
Video thumbnails and duration
One of the most telling outcomes of this campaign was the shift in how people were talking about Blue Band. Comments poured in under recipe videos with notes like “I remember using this as a kid!” or “Didn’t know Blue Band had Omega 3 & 6—going to try this for my son’s breakfast.”
We weren’t just boosting numbers—we were reigniting nostalgia, reshaping perceptions, and building a more modern, informed audience for a heritage brand.
For Blue Band and Flora Food Thailand, this campaign laid the foundation for deeper digital storytelling. As we look ahead, we’re exploring ways to expand into meal-planning tools, interactive cooking content, and more region-specific influencer partnerships.
Because strong growth—just like a balanced meal—starts with the right ingredients, served at the right time.
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