Secret Agent Strater Kit

Freshy’s Secret Agent Starter Kit used digital and social not as a media channel, but as the engine of the idea. Vendors were “off the grid” — no contracts, no addresses, not even on Google Maps — yet highly visible through consumer buzz online. Freshy tapped into this paradox by embedding itself directly in digital culture.

This strategy was not just about selling syrup — it was about standing with Thailand’s grassroots street vendors in the toughest economic times, giving them pride, tools, and hope to keep their businesses alive.

Creative Idea: We turned the existing social nickname “Secret Agent” into a movement. Instead of ads, we created content that empowered vendors as cultural heroes, sparking pride and shareability.

Execution: LINE was used to onboard vendors (location sharing + kit redemption), while consumers amplified discovery of “Secret Agent cafés” on Facebook, TikTok, and Instagram. Every café became a piece of living social content.

Outcome: The campaign generated 1.9M interactions and 818K video views (+195% vs. plan), proving consumers didn’t just watch — they joined in the hunt for hidden vendors and proudly shared them.