As Australia’s social media ban sets in, B&T has taken the opportunity to share one of the best—and most awarded—social media campaigns of 2025.
One of Thailand’s largest restaurant chains, Bar B Q Plaza, has turned an iconic fishball treat into a viral campaign that delivered unbelievable sales results.
Bar B Q Plaza has been a favourite of Thais for nearly four decades, and is famous for its smiling Kama-Chan fish ball that is served with every dish.
However, in recent times the restaurant struggled due to the emergence of other barbeque restaurants.
Working with Grey Thailand, Bar B Q Plaza decided to use the iconic fishball to send a message to customers, turning the smile into a ‘Sad Kama-Chan’.
The result was epic. Customers were shocked to see an image of Sad Kama-Chan in their dishes and shared this on social media.
Sales lifted and patrons were unhappy with the Kama-Chan’s frown, calling for a return of the smile.
Bar B Q Plaza CMO Rath Takulthai took to social media to announce that the smile would return if 100,000 meals were sold (see video below).
Thais took the challenge by storm, consuming 404,000 Bar B Q Plaza meals in the first week!
The campaign exceeded Bar B Q Plaza’s sales target by 299 per cent, lifted footfall by 24 per cent and saw a brand lift of 80 per cent.
Sad Kama-Chan was one of the most awarded campaigns at this year’s Cairns Crocodiles, winning the coveted Social & Influencer category ahead of Meat & Livestock Australia’s ‘The Comments Section’, by Droga5; and GNBC Great Northern’s ‘Winter Migration’ by Asahi Beverages 1house.
