Ms. Anarkavee Choorat, Head of Corporate Marketing at Charoen Pokphand Foods Public Company Limited (CPF), stated, “These awards are a source of pride for the marketing team and all parties involved in bringing these initiatives to life. We prioritize starting with a deep understanding of consumers, translating those insights into creative strategies and ideas that effectively meet their needs, and tracking tangible results. These accolades serve as further encouragement for the team to continue creating work that combines innovation with genuine value.”

“For CPF, marketing is not merely about making consumers aware of our products; it is about ensuring they recognize the value of what we deliver. We are committed to developing high-quality, safe, and nutritious food, enabling consumers to access ‘quality protein and good nutrition’ in every meal while contributing to sustainable food security.”

Among the winning entries, the “Thai Chicken Goes to Space” campaign highlighted the quality and safety of CP chicken by presenting food science concepts in an accessible way—referencing NASA’s safety standards for space missions—and generating widespread public engagement. Meanwhile, “The Best Blessing” leveraged emotional insights to craft a story that resonated deeply with consumers, winning the Silver award in the “Excellence in Emotion-Led Performance Marketing” category. This achievement reflects a marketing approach that effectively blends creativity with a profound understanding of people. Success at the Marketing Excellence Awards 2026 serves as further proof of CPF’s marketing approach—leveraging consumer insights to create valuable products, innovations, and narratives. This strategy ensures consumer access to high-quality, safe, and nutritious food while advancing food security goals and continuously generating value for consumers and society.

When "consumer insights" are combined with "strategy, creativity, and innovation," they become a driving force in modern marketing. This is exemplified by the recent success of Charoen Pokphand Foods Public Company Limited (CPF) at the Marketing Excellence Awards Thailand 2026. CPF delivered an outstanding performance, securing five awards—including Gold in two key categories: "Marketing Team of the Year" and "Marketing Leader of the Year"—amidst competition from leading Thai and global brands. This achievement reflects the evolution of marketing from mere product communication to the long-term creation of value and consumer trust.

The five awards CPF received this year include two Gold awards: "Marketing Team of the Year" and "Marketing Leader of the Year." Two Silver awards were won for "Excellence in Emotion-Led Performance Marketing" (for the Mother’s Day campaign "The Best Blessing") and "Excellence in Communications / Public Relations" (for the "Thai Chicken to Space" campaign). Additionally, the company secured a Bronze award for "Excellence in Marketing Innovation," also for the "Thai Chicken to Space" campaign.

The Marketing Excellence Awards are organized by MARKETING-INTERACTIVE, Asia’s leading source of news and insights on marketing and advertising. An independent panel comprising industry leaders and senior marketers serves as the jury. Entries in the campaign category are evaluated based on four key pillars: problem definition and understanding, the sharpness of the solution and insights, execution, and measurable results. This reflects the requirement that winning entries must combine innovative ideas with proven outcomes. This year, over 5,000 campaigns were submitted for the competition.

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