Have tissues nearby. This campaign film, capturing the unspoken language of family love, will give your heart a might squeeze. The six-minute epic by TBWA Thailand\Juice for CP Foods features a striking visual metaphor to underscore a universal truth that resonates not only with Thais but is deeply rooted in Asian culture – care and love is expressed through food.   

For many Asian families, love isn’t often expressed through hugs or the words, “I love you,” which are uncommon in many households. Instead, parents frequently ask, “Have you already eaten?” Therefore, a prepared meal for loved ones may seem like an ordinary routine but conveys a profound level of care, a silent declaration of love and a wish for everyone’s well-being.

The campaign is a meaningful reminder of the importance of nutritious meals and communicates the idea that food can inspire hope, health, and connection across generations. It also reinforces CP Foods’ core belief that every meal is a step toward better health and well-being.

Credits:
Client: CP
Agency: TBWA THAILAND \ JUICE
Chairman: Veradis Vinyaratn
Group CEO: Phannika Vongsayan
Chief Creative Officer: Nopharit Dusadeedumkoeng
Creative Group Heads: Woottipong Lamangthong, Anin Sriurairatana
Copywriter: Yarinda Ketjumpol
Art Directors: Smita Tronglakkana, Koranat Chanttadilok
Business Director: Chonlatid Saenghiran 
Senior Producer: Preyaporn Thaloengchok 

Production Company: Suneta House 
Director: Teerapol Suneta