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 led a three-phase campaign combining storytelling, influencer partnerships, and bold messaging to drive awareness, engagement, and trial.
What We Did
Influencer
Content
The Approach
The 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.
The Results
Across the 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 campaign successfully positioned Kitchen Joy as a convenient, crave-worthy, and culturally authentic alternative to takeaway, driving a lifestyle shift among shoppers.
