Morakot, Thailand’s No. 1 best-selling cooking oil brand, launches its new campaign, “Deliciousness Across Generations,” reaffirming its long-standing connection with Thai families through a heartwarming advertising film. The campaign also marks the brand’s exciting collaboration with renowned chef Ian Phongtawat Chalermkittichai, who joins Morakot as its brand presenter and takes on the lead role in an advertising film for the first time. The story centers around “Signature Family Recipes”—dishes that connect generations through the shared joy of food and cherished family memories.

The launch event brought together 12 chefs from Heliconia H Group, alongside family members, to recreate their own treasured family recipes. Each dish was accompanied by the personal stories and memories behind it, allowing distinguished guests to experience the flavors of family bonds passed down from one generation to the next. The event vividly brought the campaign’s concept, “Deliciousness Across Generations,” to life. Khun Nuchanat Sukmongkol, General Manager of SD Guthrie International Morakot Public Company Limited, said:

“For more than 44 years, Morakot has been more than just a cooking oil found in Thai kitchens. It has been part of countless moments of happiness shared by Thai families. According to Nielsen data, Morakot is Thailand’s No. 1 best-selling cooking oil brand and a long-standing market leader trusted by consumers.

For us, leadership is not defined by sales alone. It means maintaining consumer trust while continuously developing our brand. Three key areas have always been at the heart of Morakot’s strength: delivering quality that consumers can trust, continuously advancing innovation and technology, and conducting our business responsibly toward society and the environment.

Our latest campaign, ‘Deliciousness Across Generations,’ reflects Morakot’s commitment to passing down more than just delicious flavors and family connections. Through stories of food and family, we aim to pass on quality, trust, and the good things from one generation to the next—reinforcing Morakot’s position as a cooking oil brand that has remained in the hearts of consumers across generations and continues to be trusted as their cooking oil of choice.”

Connecting Generations Through Food

“Quality ingredients are the starting point of every great meal. Morakot cooking oil is therefore more than just an ingredient used in cooking; it helps bring out the deliciousness and balanced flavors of every dish, turning everyday meals into special moments for families to enjoy together.

Our communication strategy focuses on Emotional Connection, brought to life through the advertising film ‘Deliciousness Across Generations.’ At the heart of the story is the concept of ‘Signature Family Recipes,’ showing that while people’s lifestyles may change over time, the joy of good food remains a powerful connection that brings every generation together.

The campaign reinforces Morakot’s role as a brand that has stood alongside Thai families through every important stage of life. To maximize campaign reach and engagement, Morakot is also implementing an Integrated Campaign across multiple communication channels, including Out-of-Home (OOH) media in key locations throughout Bangkok, Digital LED screens, and BTS advertising, alongside Online and Social Media channels.

Through these platforms, Morakot aims to continuously build awareness and engagement around ‘Deliciousness Across Generations,’ connecting stories of food, love, and family bonds from one generation to the next and reaching consumers across generations,” Khun Nuchanat concluded.

Celebrating the Stories Behind Every Family Recipe

The event also featured a special gathering of 12 chefs from Heliconia H Group, who teamed up with their family members to recreate their treasured family recipes and share the memories behind each dish. They then took part in a heartwarming cooking challenge to find “The Winner – Signature Family Recipe,” celebrating the dish that best captured the spirit of “Deliciousness Across Generations.”

The event was filled with smiles, laughter, and memorable moments, reinforcing the idea that the most delicious dishes are about more than just taste—they are also filled with stories, love, and memories passed down from one generation to the next.

Because every meal has a story worth passing on.

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