Bangkok--14 Nov--JWT Prantalay — leading seafood brand for healthy lifestyle under the umbrella of Prantalay Marketing Company Limited, manufacturer and distributor of ‘Prantalay’ frozen seafood products, today empowers the ongoing trend of consuming healthy foods. The campaign to raise awareness and recognition of consumers about nutritional benefits obtained from seafood products is run with the budget just over THB20 million in launching Prantalay’s new commercial movie “The Reunion” an anecdote inspired by enjoyable ambiance of the elderly reunion parties. Included as a double-bill activity, several versions of radio spots have been broadcasted simultaneously to express the core communiqu? to promote seafood consumption. Featuring humorous rap/ hip-hop lyrics, the spots persuade consumers to take better care of their health. Initially, both TVC and spots are received well by the public, making a large number of audiences roll around with laughter for their sharp wits. Mr. Anurat Khokasai, Chief Marketing Officer and Chief Operation Officer of Prantalay Marketing Co., Ltd says that during the past years, the company has noticed a significant change in the trend of consumers’ behavior. Modern people are more aware of nutritional value in whatever they eat and the health issue has been taken into a more steady consideration. As a result, the consumption of seafood has become very compelling alternative and gained consistent popularity, thanks to today’s easier access to purchasing channels. Prantalay, as a company dedicated to deliver fresh value of seafood for better health of customers, has launched a brand-new television commercial- initiated and produced by the refined expertise of JWT Thailand — to endorse the knowledge of seafood nutritional benefits to health and to optimize the acknowledgement of customers towards Prantalay brand. Shaped out of exceptional idea and concept, “The Reunion” and another three radio spots under the theme of “Seafood for stronger health and longer living” were produced with the budget of THB3 million. The air time for the campaign is set from November 2007 throughout the period of January 2008. All in all, THB25 million in totals are to be rolled out to cover all expenses for the health promoting campaign. In terms of creativity, Mr. Santan Hiranyalekha, Vice President and Creative Director of JWT shares his view on Prantalay’s latest TVC that “The Reunion” was made to be 30 second long and was inspired by the framed scenario about today’s consumers. Not only continuing to open up for more nutritional information, modern consumers also seek for ingredients with better nutritional value. When compared to other types of food at the same quantity and weight, seafood products are richer in nutrients and benefits, especially in Omega 3 saturated fat acid. Thus, the commercial clearly reflects the consumption behavior of these people. The well-filmed celluloid features the scene of a reunion party by elderly who graduated from the same institute, while the radio spots underscore the singing of rap/hip-hop beats to encourage listeners to consume seafood at least twice a week for better health, longer living, and anti-aging benefits. The concept of the advertising series is to emphasize the value of seafood consumption which is relevant to the operational motto at Prantalay: Deliver freshness and convenience from healthy-delicious seafood products to customers’ doors. Besides all this, customer can enjoy the byproducts of fit figure, brain enhancement and healthy feeling by just adding seafood to the application of their everyday’s cooking. “The story begins at an alumni reunion party when an old fellow walks into the party and sets off to wait for his pals. He keeps waiting and waiting until he starts to get bored. To get rid of his boredom, the old man sings along with the keyboard, starting with a deep-meaningful Thai oldie “Young Koy” — a song about long waiting, followed by “Phor Ngae - Mae Ngon” a Thai sassy classic; however, none of his mates yet turn up. After the sweepstake for 10 prizes finishes, none of his friends appear at all. The old man finally rises up and dances to the beats of tango, rumba and the cha-cha, there are still no signs of anybody. In the end, the restaurant waiters have to end the party and clear up all tables and chairs. Secrets reveal in one morning when the old man eats Prantalay seafood products just as how he has done for a long time without telling anyone of this long-live remedy. That’s why he outlived all his friends who are supposed to be at the reunion.” “Prantalay…Seafood for Health” For more information, please contact: JWT Public Relations, JWT (Thailand) Khun Prasit Kritsadaariyachon (Bob), T: 02-204-8216 or 081-586-2813 Khun Porntip Wiriyakitpattana(Bee), T: 02-204-8210 or 086-813-1981