Foremost’ campaign reaches out to wage-earning ‘heroes’
“Foremost”, a dairy brand that prides itself on having been a part of Thais’ lives for more than six decades, is reaching out to consumers with the launch of its downtown bus terminal at Motor Sports Land called “Foremost Hero Station”, Pimjan Vimuktanonda, the marketing director of Friesland Campina (Thailand) Plc, said.
This special terminal was built as part of its “The 3rd Foremost Brings You Home This Songkran”, campaign this year. The company’s “grandest” corporate social relations campaign aims to enable “heroes” who are wage earners in metropolitan areas to safely return to their families in the provinces before Songkran in exclusive air-conditioned buses. Along the way, they will be served a complimentary Foremost Plain 100 per cent cow milk drink.
With 13.4 million views of a distinctive viral video clip of the campaign, 8,000 cartons of distributed samples, and 500 campaign participants, the company believes the campaign raised both brand awareness and brand engagement among the public. In addition, the company believes this campaign will significantly and strategically help sustain its position as Thailand’s number one dairy products brand.
