People these days are doing everything in a fierce race against time, leaving no time to cook in the kitchen. Because people prefer to use food delivery apps rather than cook. According to statistics, Thai people order food from delivery apps more than 100 million times a year. MEX, a kitchen appliance brand for these kinds of people, aims to get everyone back into the kitchen more often to "Switch on the good time.” How can we get Thai people who order delivery food to cook more?

We wanted to make cooking simple and fun again, like in childhood. So, we launched a restaurant called “Sorry for Wasting Your Time by MEX” on food delivery platforms, offering 7 dish options with pre-measured ingredients for single servings—letting customers know beforehand that they'd be doing the cooking.

Each meal box, crafted by a renowned chef, came packaged with cooking instructions and a heartfelt apology for “wasting” their time. However, the letter also explained that this would help them “Switch on the Good Time.” On the back, a QR code linked to purchase MEX kitchen appliances. The boxes sold out instantly, generating over 9 million reaches and more than 2.5 million engagements. Most importantly, it encouraged people to spend more time in the kitchen, rediscovering the joy of cooking!