Created in collaboration with TBWA Thailand\Juice, CP Foods’ new six-minute campaign film beautifully captures the unspoken language of family love through food. The film has deeply resonated with audiences across Thailand and Asia, highlighting how food often serves as a powerful medium to express care and affection.
The story follows a daughter standing by her sick mother, overcome with emotion. Suddenly, a hole appears in the wall, transporting her back in time. She finds herself sharing a meal with her mother during her childhood. As more walls break open, she journeys further into her earliest memories.
The film reflects a traditional expression of love in many Asian families. For many, affection isn’t always shown through hugs or the words “I love you.” Instead, parents often ask, “Have you eaten yet?” A meal prepared for loved ones may seem like a routine gesture, but it conveys deep care—a silent declaration of love and a wish for the family’s well-being.
The campaign serves as a meaningful reminder of the importance of nutritious meals, showing that food can inspire hope, health, and connection across generations. It also reinforces CP Foods’ core belief that every meal represents more than just food on a plate—it is a step toward better health and well-being.
This campaign film encourages audiences to cherish the present, share love and care with their loved ones, and recognize that small acts, like preparing a meal, can create lasting bonds.
Credits
Client: CP
Agency: TBWA Thailand\Juice
Chairman: Veradis Vinyaratn
Group CEO: Phannika Vongsayan
Chief Creative Officer: Nopharit Dusadeedumkoeng
Creative Group Head: Woottipong Lamangthong, Anin Sriurairatana
Copywriter: Yarinda Ketjumpol
Art Director: Smita Tronglakkana, Koranat Chanttadilok
Business Director: Chonlatid Saenghiran
Senior Producer: Preyaporn Thaloengchok
Production Company: Suneta House
Director: Teerapol Suneta
