Five Star Chicken becomes the brand that connects generations — Gen Z share up 93%

Five Star Chicken was the Thai grilled-chicken brand almost everyone ate — except the young. Delicious, affordable and everywhere, it was nevertheless perceived by Gen Z as a 'parents' brand,' and its customer base skewed older. BBDO Bangkok's answer was not a youth makeover but a repositioning: instead of trying to feel young, Five Star would become 'the chicken that connects generations,' the meal that brings a divided society back to one table.

The three-year platform let every generation participate rather than just watch. Year one's films dramatised the generation gap over work, family and education. Year two's 'The Movie That Was Made (From) Us' turned 6,000+ ideas from all ages into an eight-minute film. Year three's 'Taste That Brings You Home' had parents and grandparents secretly trained by the TikTokers their children followed, making videos that invited their kids home for Songkran — backed by a promotion giving away tickets home.

The business case closed the loop. Gen Z's share of customers rose 93.3% from under 15% to 29%, Gen Z and Gen Y became the brand's main buyers, and sales growth in the chicken-thigh category swung from -15.2% to +74%. The campaign films passed 30 million views in total, were translated into four languages, and produced more than 50 viral reaction videos — with the Songkran wave alone generating eight million views and over 10,000 applications for tickets home.