FamilyMart is set to jump-start its branding in Thailand with a new TV campaign starring celebrity couple Mark-Prin Suparat and Kimberly Anne Woltemas.
"FamilyMart convenience stores have been operating in Thailand since 1992. In May 2020, Central Retail Corporation acquired 100% of the shares," said Stephane Coum, chief executive of food at Central Food Retail Co.
"The management of FamilyMart stores has always adapted amid changes and competition from retailers. Today we are using a new image to communicate better with its target groups. The firm has conducted focus groups to better understand consumers, to find connections between the FamilyMart brand, consumers and their lifestyles."
The campaign includes three ads with the star couple showing off different exclusive FamilyMart products.
Maytinee Phisutsinthop, chief operating officer for small format at Central Food Retail, said the brand proposition would support the behaviour of modern consumers who usually shop at convenience stores.