The end of year is known as giving season, Tops would like to be one of consumers’ choice for a place that offer any gift they can be proud to give. At Tops, we have always believed that premium does not always have to come with a hefty price tag. Especially in this economic state, we want to emphasize that the best gifts are the ones that receivers can enjoy, and that value and happiness can be found from even the most underrated items. Joyful experiences should not be limited to expensive, one-of-a-kind gifts. We want to encourage everyone to see the value of seemingly ordinary things and become free from their own limitation of choices.

Entitled ‘The Underrated Gifts,’ the film reverses common perception that supermarket gifts are too ordinary and lacking in value to be gift-worthy. It presents consumers with an alternative view of how these supermarket items are in fact underrated, showing how even the most unassuming items found in your local Tops supermarket can spark joy this season.

The film portrays the insightful moment of being paralyzed from stressing and overthinking holiday gifts. In a delightfully surreal and quietly comical manner, a woman fretting over her gift search is rescued by her friend’s wisdom, reminding her that everything has its own value. She discovers how zip lock bags, canned wild salmon, and even a pack of salami have surprising ways to delight her loved ones. Finally, she overcomes her worries and sets out to do her holiday shopping.

As the holiday approaches and we must look for gifts, we go through a thought cycle evaluating the receiver, the different categories of goods, and even how the gifts will reflect our image. Always worrying about finding something spectacular that we forget simple things can also bring joy to the receiver. When it comes to gifting, supermarket goods are viewed as quotidian, lacking in value, and not gift-worthy. The supermarket has never been in anyone’s consideration set as a place to look for gifts. To get consumers to reappraise supermarket goods, we reframed the products and presented them as the Underrated Gifts in order to capture consumers’ attention and for the values of the product to shine through. Valuable items are positioned as usable items, and therefore Tops supermarket items.

Beyond being entertained for the year-end, the brand invites consumers to adopt a new way of seeing value and happiness.

To start the story with familiar celebratory moments injected with the local flavor of well-timed awkwardness, which are fun to watch and end it with a twist that ordinary gifts could unexpectedly delight the receiver. This resulted in an inspiring holiday film that invites consumers to adopt a new way of seeing value and happiness.

• In the first two weeks of launching, the film had over 5.6 million views, increasing exposure to a wider audience. And about 15 million accumulative views across all AD formats.

• The film generated high engagement, with viewers leaving positive comments and sharing it on social media. Earning free media worth over 20 million baht.

• The film influenced customers to adopt an ordinary item to be part of their gift-giving moment, as evidenced by the fact that the paper wrapping service was three times busier than last year.

• Tops supermarket became in the consideration set as a place to shop for gifts and sales grew by 5-7% in December 2022.