Case Study · KCG Corporation
Allowrie× JamyjamessAmplifying “Edible Perfection” through Strategic KOL Mapping
A top-tier presenter, two lines of food KOLs handing the story on, and one proof point — that the butter behind a chef's perfect dish is Allowrie.
- 10M+Reach
- 12M+15-second video views
- 74K+Clicks
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Campaign Performance
What the campaign delivered, in three figures.
- 10M+Reach
- 12M+15-second video views
- 74K+Clicks
Not just big, but big in the way that sends people to the product.
A reach above 10 million is national-scale awareness for a butter brand, the kind usually bought with major media, earned here through KOL content. The 12 million 15-second views, more than the reach itself, confirm the content was good enough for people to choose to watch rather than have it pushed at them. And more than 74,000 clicks, for a product people usually take from the shelf without searching, is purchase intent that awareness alone never delivers.
The Brief
Reinforce the image of the No. 1 butter brand and spin off the success of the master campaign, fronted by a top-tier celebrity presenter, to build credibility and trigger real trial.
- Client
- Allowrie (KCG Corporation)
- Product
- Premium Imported Butter
- Campaign Objective
- Strengthen the brand's position as the market leader (top of mind) and extend awareness of the “Jamyjamess's Most Pleasure” campaign through a KOL network that reaches both B2B and B2C audiences.
The Challenge & Strategy
EdiblePerfection
When a brand invests heavily in a top-tier presenter like James Teeradon (Jamyjamess), the agency's job is to make every baht of it count. We took one key insight — that James is not only an actor but has a real passion for fine-dining cooking — and built the “Edible Perfection” strategy on it: a network of food KOLs as the voices confirming that Allowrie is the secret behind the flavour real chefs choose.
The Execution
Build on Jamyjamess's image as a celebrity chef through a “Strategic Mapping” of KOLs in two main lines: professional chefs (The Master of Taste) to vouch for the quality of the ingredient, and lifestyle cooks (The Aesthetic Foodie) to inspire everyday consumers to get into the kitchen and cook along.
The Film
The long-form film, “Jamyjamess's Most Pleasure” — forty-three brioches on the way to the perfect one.
Execution & Rollout
The message was spread across carefully layered tiers of storytelling, to cover both “expertise” and “an accessible lifestyle”:
The Master of TasteProfessional Credibility
Chef and food-expert KOLs, weaving in techniques for using Allowrie butter to lift a dish to professional standard — building credibility and carrying on the meticulous image of the main presenter.
The Aesthetic FoodieLifestyle Inspiration
The baton passed to lifestyle KOLs and food creators on TikTok, telling the warmth of home cooking through dishes that are “simple but perfect” — so that consumers and a younger generation feel like getting up and cooking along (trigger trial).
Targeted AmplificationAudience Filtration
Campaign efficiency raised with a device-targeting strategy, filtering users to reach high-spending-power audiences — both trade buyers (B2B) and B2C consumers looking for quality products — and keep the digital media's momentum going without a break.
Key to Success
Fast.Precise.Measured.
A multiplier effect on the presenter investment. We designed an ecosystem of KOLs that hand the baton on strategically, turning an advertising message into credible word of mouth — and driving home that behind a chef's perfect dish is the choice of the best ingredient: Allowrie.