Kitchen Joy Case Study
The Brief
The Brief
When Kitchen Joy launched their authentic Thai ready meals at Tesco, the goal was more than shelf space, it was to inspire shoppers to rethink takeaway and experience restaurant-quality Thai at home in just 8 minutes. We Are SNS were asked to lead a three-phase social media marketing campaign combining storytelling, influencer partnerships, and bold messaging to drive awareness, engagement, and trial.
What We Did
Influencer
The Approach
The social media campaign was executed in three creative phases:
Phase One – Thai Takeout, Reimagined: Influencers across TikTok and Instagram showcased the six-meal range with Tesco hauls, Fakeaway-style recipes, and mukbang taste tests, highlighting convenience and flavour.
Phase Two – Tell Your Takeaway It’s Over: Kitchen Joy launched a playful ‘Fix My Order’ hotline with Gemma Collins, encouraging audiences to “break up” with takeaway apps. Influencers shared their worst takeaway fails while promoting the free meal initiative.
Phase Three – Flavour, Culture, and Songkran: Content celebrated Thai heritage and Songkran, leveraging creators with personal ties to Thailand to share nostalgic, culturally authentic experiences, connecting emotionally with audiences.
The three-phase approach combined humour, culture, and authentic storytelling, ensuring Kitchen Joy felt both relevant and relatable.
In addition to influencer-led activities, we produced 10 pieces of in-house content, a mix of studio shoots and lifestyle footage. This included behind-the-scenes cooking, product highlights, and day-in-the-life style videos, further amplifying Kitchen Joy’s presence across social channels.
For insights into how to ensure your content is best optimised for TikTok, check our blog on ‘How to do well on TikTok in 2026’.
The Results
Across the social media campaign, 32 creators with a combined following of 3.2 million delivered highly engaging content. Organic reach exceeded 500,000 impressions (15% impression rate), with paid support pushing total impressions beyond 1.1 million. The social media campaign successfully positioned Kitchen Joy as a convenient, crave-worthy, and culturally authentic alternative to takeaway, driving a lifestyle shift among shoppers.
For more insights into the power of TikTok and influencers to help boost sales, take a look at how we supported Jimmy’s Coffee.
