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Top 3 Campaign in Ecommerce · September 2026
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Top 3 Campaign
Ecommerce · September 2026

Taste of Thailand on Ocado

PR Campaign
Tuesday 15th September, 2026

Thailand’s Department of International Trade Promotion created a dedicated “Taste of Thailand” shop within Ocado, bringing 15 Thai products together in one online destination. Supported by PR, social and influencer activity, the collaboration gives Thai food brands a simple way to make authentic ingredients feel more accessible for everyday UK cooking.

Why it worked: It turned a trade promotion into a retail product by launching a branded shop-in-shop on Ocado, giving journalists a concrete, first-to-market platform hook with clear consumer utility.

The lesson: Consider partnering with a major retailer to create a time-limited, curated shop-in-shop that reframes niche items as easy weekday essentials.

Thailand’s Department of International Trade Promotion Ocado
2 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
thegrocer.co.uk Thai government launches shop on Ocado Tuesday 15th September, 2026
brewbound.com Seize the Chance to Cook Up a Taste of Thailand | Brewbound.com Wednesday 23rd September, 2026
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