The Pizza Company, VML Thailand allows customers to trade sauce packets for pizza in new campaign

Bangkok, Thailand — The Pizza Company, in collaboration with creative agency VML Thailand, launched a viral campaign that allowed customers to trade unused sauce packets for pizza discounts.

Launched on Mother’s Day, the “Sauce Packet Coupon” promotion offered up to 100 baht off— enough for a free medium pizza—based on the weight of condiment packets brought to any Pizza Company location.

The campaign, celebrating mothers as the typical household sauce-savers, quickly gained traction. Families arrived with bags and boxes of sauce, while social media buzz drove further participation. 

The initiative led to a 58% increase in average order value and reached around 2.6 million people online, generating over 109,000 interactions.

The Pizza Company and VML Thailand called it “one of the brand’s most successful activations,” turning everyday kitchen clutter into renewed foot traffic and nationwide engagement.