ONE BOLD FLIP. ONE BIG TURNAROUND. 

Food Passion Co., Ltd.

SAD KAMA-CHAN

Bar BQ Plaza shakes up sales with a bold flip of the iconic fish ball smile.

2025:

Adfest Grand Prix winner

ANDYs Gold winner

Cairns Crocodiles Awards 2 Gold, 2 Silver, and a Bronze winner

How do you reignite love for a brand that’s been part of Thai dining culture for over 37 years? As new barbecue chains entered the scene and started claiming market share, Bar BQ Plaza faced a noticeable decline in sales. So, Grey partnered with Bar BQ Plaza to remind people why they fell in love with the brand in the first place—not with a massive budget, but with a small, iconic smile. Or, in this case… a frown.

Sometimes, Sad is Good

Famously Effective

Grey created a collision of emotional extremes: the joy of dining at Bar BQ Plaza juxtaposed with the unexpected sadness of seeing its beloved symbol turn somber. This tension sparked curiosity, conversation, and cultural relevance. By challenging what people thought they knew about the brand, we reignited emotional connection and created buzz, all thanks to a tiny twist on a familiar smile.

+230K Social Media Reactions on Day One

404k Meals Sold in Under a Week

80% Brand Lift Within a Month

Marketing-Interactive

“Bar BQ Plaza’s Sad Fish Ball Becomes a Viral Recipe for Brand Revival.”

Campaign Brief Asia

“Grey Thailand Reignites Bar BQ Plaza Sales Through Viral ‘Sad Kama Chan’ Phenomenon.”

Branding in Asia

“Sad Kama Chan: How a Sad Fish Ball Brought Smiles and Customers to Bar BQ Plaza.”

"When we decided to show sadness through a product, it was rooted in our belief that brands should feel human. To get closer to consumers, we needed to understand them. This wasn't about being provocative, but being brave with empathy."

Rath Takulthai, Chief Marketing Officer, Food Passion Co., Ltd.

FAMOUSLY EFFECTIVE