“Eating is a Miracle”: Ajinomoto Unveils New Commercial, Uncovering the Struggles of Modern Life While Encouraging Self-Love and Care Through the Power of Food
“Eating is a Miracle”: Ajinomoto Unveils New Commercial, Uncovering the Struggles of Modern Life While Encouraging Self-Love and Care Through the Power of Food
Ajinomoto Co., (Thailand) Ltd., a global leader in the creation of “Eat Well, Live Well” lifestyles, has launched a heartwarming online commercial, “Cooked(-by-Heart)-to-Order Restaurant,” as part of its “Eating is a Miracle” campaign. This campaign highlights the struggles of modern life and invites everyone in Thailand to prioritize self-love and care as they weather those struggles, starting with a simple act: enjoying a good meal. Ajinomoto aims to inspire the self-love movement during the festive season, reaffirming its dedication to promoting “Eat Well, Live Well.” Lifestyles through online and offline initiatives so that Thai society is vitalized to the fullest by the joy of eating every single day.
In a world increasingly marked by economic challenges, social pressures, and a fast-paced environment, people today face daily struggles filled with anxiety and exhaustion. Ajinomoto has leveraged its brand identity of delivering deliciousness to address the emotional challenges of this era. This connection is beautifully portrayed in the “Cooked(-by-Heart)-to-Order Restaurant” concept, which premiered online on 28 November 2024. The campaign’s heartfelt message encourages viewers to enrich their happiness, starting with nourishing themselves through good food.
Mrs. Kesya Chaicharncheep, Director of Ajinomoto Co., (Thailand) Ltd., said, “As a leader in promoting ‘Eat Well, Live Well’ lifestyles in Thai society, we understand the profound connection, both direct and indirect, between food and mental wellbeing. Sometimes, a simple act like enjoying a delicious meal can help heal the mind. This belief inspired our ‘Eating is a Miracle’ campaign, through which Ajinomoto seeks to inspire all Thais to recognize their self-worth as they strive to overcome life’s challenges. Self-care can begin with something as simple as a good meal.”
“To bring this campaign to life, we are organizing various marketing activities both online and offline to engage and inspire consumers, particularly the new generation, including Gen Z, first-jobbers, and mid-jobbers, who face significant pressures that often lead to mental wellbeing struggles. The launch of the ‘Cooked(-by-Heart)-to-Order Restaurant’ online advertisement serves as the first step in creating awareness for this campaign. Also in the pipeline are other initiatives such as influencer collaborations on various platforms, food-truck events, and others to boost brand awareness and strengthen the connection between the brand and our consumers.”
The advertisement brings to life the struggles of today’s generation through three compelling stories of customers visiting the “Cooked(by-Heart)-to-Order Restaurant.” The commercial captures relatable moments with a blend of humor and poignancy, showcasing challenges such as: a woman whose partner ends their relationship with the clichéd phrase, “Let’s go our separate ways and grow”; an office worker grappling with burnout and a toxic work environment; and a fledgling content creator facing online bullying and a barrage of criticism, leading to a loss of confidence in their live-streaming craft. Each story concludes with a warm and heartfelt resolution, symbolizing Ajinomoto’s core values. The restaurant’s chef crafts personalized dishes that bring comfort to each character. Evidently, a delicious meal empowers individuals to face life’s challenges with renewed determination.
Watch Ajinomoto’s latest commercial now on https://www.facebook.com/share/v/18qSFUg7G9/ or https://www.youtube.com/watch?v=4BAv9ERW6z8 and catch exciting activities that invite you to enjoy delicious food and unwind as part of the “Eating is a Miracle” campaign on the AjinomotoGreenGrowth Facebook page.
“Ajinomoto believes that food plays a crucial role in our well-being. Through our core expertise in ‘AminoScience’, we have developed a wide range of health-focused products to suit diverse dietary and lifestyle needs. These include RosDee® flavor seasoning powder, Birdy® ready-to-drink coffee, YumYum instant noodles, AminoMOF dietary supplements, aminoVITAL ready-to-eat energy gel, and more. These products reflect our commitment to enhancing the quality of life for people worldwide, enabling them to ‘Eat well, Live well.’” concluded Mrs. Kesya.
