Thai food brand Roza teams with Netflix to create ‘secret sauce’ from hit film Hunger
Thai sauce company Roza has collaborated with Netflix Thailand to create the world’s first film-to-kitchen sauce, by bringing a dish from a hit film to life.
The sauce is one of the hit characters in Netflix's smash hit Thai film, called Hunger, which became the number one film in Thailand and the third biggest trending film globally when it launched.
The film tells the story of Aoy, who runs her family’s battered stir-fried noodles restaurant before she is invited to join team Hunger, Thailand's No.1 luxury chef's table team led by famous Chef Paul.
The film explores the tension between the food world's two paradigms of fine dining versus street food and features Chef Aoy‘s family secret recipe: Cry Baby, a stir-fried noodle dish.
The noodle dish plays a big part in the film, and subsequently, as the film's success grew, people hunted out the ingredients to recreate the dish.
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Roza partnered with Wunderman Thompson Thailand, Netflix Thailand and a team of famous chefs and Roza’s professional R&D team to create the Roza Chef@Home Hunger sauce. The launch of the sauce, which is available in supermarkets across the country, includes instore activity - including flammable gondola shelves - as well as social media and PR activity.
Khun Suwit Wangpattanamongkol, the marketing director of Hi-Q Food Product Co Ltd says: “Roza Chef@Home Hunger sauce is a co-creation with Netflix to provide cooking convenience to consumers. With just one bottle of Roza Chef@Home, everybody can be a chef at home as we believe that gathering for mealtimes is the most valuable time for families. Our purpose at Roza is to be the food solutions company who fulfills the happiness of families. Having the opportunity to work with Netflix in this Hunger movie has been an enriching brand collaboration with this fresh and exciting concept. The output is a powerful one.”
Park Wannasiri, chief creative officer of Wunderman Thompson Thailand, says, “This collaboration took us a year to make happen, starting with R&D, to production line and distribution. From the entertainment world to your kitchen, Roza Chef@Home Hunger sauce is the next level of brand experience where anyone can satisfy their Hunger from screen to table in five minutes. We are creating brand “Impact at scale”, and not just a stunt or one-off limited-edition product."