Tops, the food business under Central Retail, celebrated its 29th anniversary with a grand event, reinforcing its position as a leader in Thailand's supermarket industry. The campaign launch in the heart of the city featured special promotions to give back to customers, creating a buzz with its annual campaign through Character Marketing. The Tops mascot, a 6-meter tall giant, led a parade of 48 mascots, transforming the city center into a vibrant red spectacle under the concept “The Red Phenomenon”. The event turned the skywalk at Chong Nonsi into a stunning photo spot, distributing over 2,900 discount coupons from August 18 to 22, 2023, along with exclusive discounts of up to 29% from over 119 leading brands. Additionally, a special surprise “Secret Deal” will be revealed on August 29, 2023, for one day only.

Mr. Stefan Koom, CEO of Central Retail's Food Group stated, “Over the past 29 years, Tops has driven its business as a leader in food retail with a customer-centric approach. This is reflected in our product and service development that meets customer needs for maximum satisfaction. For instance, we pioneered the SPOT Rewards loyalty program, led sustainability initiatives with the No Bag policy, and supported Thai farmers through the Jing Jai Farmers’ Market, connecting local producers directly with consumers. We also lead in developing various store formats and fully integrated Omni-Channel sales channels to create a seamless shopping experience across our extensive network of over 752 locations nationwide, alongside online platforms such as Tops Online, Quick Commerce, Marketplace, and Personal Shopper services. We prioritize sustainable growth while creating shared value for society through responsible business practices under the concept Small Acts Together and the ‘12 Missions to Sustainable Retail’ strategy, believing that sustainability can only be achieved through the participation of all sectors.”

“For 2023, Tops is advancing its T-O-P-S strategy, focusing on developing store formats and creating superior shopping experiences through the launch of a new hybrid model, TOPS DAILY, alongside TOPS WINE CELLAR with 10 branches, and TOPS DAILY with The Baker in 5 branches. We are also renovating 3 existing Tops branches into TOPS FOOD HALL formats at Central Rama 9, Central Pinklao, and Central Chaengwattana to elevate the shopping experience to world-class standards, catering to international and premium customers. Additionally, we are seriously expanding our Own Brand product line by over 500 items this year, increasing our revenue share by over 20% in 2023, while simultaneously pursuing sustainability initiatives in both social and environmental aspects.

In celebration of Tops' 29th anniversary in Thailand, we aim to deliver joy and give back to customers through this significant annual campaign, leveraging our important brand asset, the mascot known as Topsster, to generate interest in our 29th-anniversary campaign this year.”

Mr. Chakrit Jatupanyachotikul, Deputy Managing Director of Marketing, Public Relations, and Social Activities at Central Food Retail Co., Ltd., part of Central Retail said, “Last year, Tops implemented Character Marketing by introducing the mascot ‘Topsster’ to enhance brand recognition and communication, making it easier to connect with customers. We have integrated Topsster into every aspect of the brand's interaction with customers, fostering emotional bonding and driving the creation of strong and sustainable ‘Brand Love’ through promotional communications and various marketing activities.”

“On this special occasion of Tops' 29th anniversary, we are leveraging the power of ‘Topsster’, characterized by positivity, fun, friendliness, and accessibility, to launch this significant campaign. The mascot and the brand's signature red color represent the joy we wish to share with people during this special occasion through this important phenomenon under the concept “The Red Phenomenon”, spreading vibrant red joy throughout the city with the display of giant Topsster mascots over 6 meters tall, along with 48 other mascots in various poses at the Chong Nonsi skywalk, transforming the business district of Bangkok into a photo opportunity hotspot. We are also tasking Topsster with distributing special campaign discount coupons for Tops' 29th anniversary, with over 2,900 coupons available (limited to event participants) for passersby from August 18 to 22, 2023, with five distribution rounds daily from 8:50 AM to 7:00 PM at the Chong Nonsi skywalk only.”

In addition to using the Topsster mascot to create excitement for the 29th-anniversary campaign through event activities, we are also extending Character Marketing to connect the brand with people's daily lives online by launching TOPSTER LINE Stickers for the first time, available through TOPS Thailand and TOPS DAILY. These stickers feature 16 adorable and playful actions of Topsster, and can be downloaded for free via the LINE application from August 19 to September 17, 2023.

For physical stores, in celebration of the special 29th anniversary, Tops has produced limited-edition bottled water featuring Topsster labels in various moods, totaling 4 designs, allowing Topsster to convey feelings to recipients through branded bottled water under the Own Brand “TOPS”, available for purchase at participating Tops and Tops Daily locations.

The various activities organized, including the marketing event “The Red Phenomenon”, the parade of mascots spreading vibrant red joy, the launch of TOPSTER LINE Stickers, and Tops bottled water featuring Topsster, are all part of the marketing promotion to celebrate the 29th anniversary. Additionally, we are offering an unprecedented special promotion with exclusive discounts, ensuring a fun and rewarding shopping experience across all channels, both in-store and online. This is a once-a-year opportunity that true Tops customers should not miss!

  • Simply shop for every 600 THB at Tops Food Hall, Tops, Tops Online, Tops Care, Pet N’Me, or every 100 THB at Tops Daily to receive a discount coupon booklet with discounts of up to 29% from over 119 leading brands, plus additional On-Top discount coupons worth up to 450 THB. Coupons for the 29th-anniversary celebration can be collected at service points in all branches.
  • From August 20 to September 30, 2023 (the coupon distribution and usage period is divided into two rounds: Round 1 from August 20 to September 16, 2023, and Round 2 from September 17 to 30, 2023).
  • Special! For customers who shop and receive coupons from August 20 to 28, 2023 (details as per specified conditions), prepare for the ultimate “Secret Deal” on August 29, 2023, for one day only. Check eligibility at TOPS My Rewards on the official LINE account of TOPS Thailand, TOPS FOOD HALL, and TOPS DAILY. Don’t miss out!

“On the occasion of our 29th anniversary, Tops is committed to offering greater value than ever as a token of gratitude to all customers who have trusted and supported us throughout. The success over these 29 years is a testament to the trust that consumers and Thai society have in Tops, stemming from the strong collaboration with business partners, the dedication of all employees working towards a common goal, and the bond with customers, which is the core driving force that enables Tops to make every day extraordinary, filled with inspiration and new experiences, in line with the concept ‘Every Day DISCOVERY’,” Mr. Stefan concluded.

 

For more information, visit www.tops.co.th, the TopsThailand Facebook fan page, or the @TopsThailand application.