CSR PROJECT: #THAIFOODFORHEROES
CLIENT: THAI SELECT
CHALLENGE: When COVID-19 crisis escalated in the US, our team had to come up with changes to existing PR & social media plan while continuing to build brand awareness & establish positive brand image among stakeholders.
GOALS: Generate brand awareness for Thai SELECT during COVID-19 crisis while establish positive brand image for Thai SELECT USA.
STRATEGY: Public Relations & Social Media
One of many golden rules for crisis communication was when appropriate, share positivity & feel good stories. We created a CSR project for Thai SELECT USA called #ThaiFood4Heroes by providing meals to healthcare workers with Thai meals from Thai SELECT certified restaurants. With this project, we supported our frontline workers while helping Thai SELECT restaurants who struggled to keep their business open. We supported restaurants with food budget and asked that restaurants and healthcare workers shared the Thai food, delivery images and stories on social media.
RESULTS: Total of 72Thai restaurants joined our campaign and over 5,000 meals were delivered to hospitals across the US. The campaign garnered media coverages with total of 16M media impression from US and Thai media outlets combined along with total of 6.2M Digital and social media impression.
