RosDee Taps Localized Marketing to Celebrate Thailand’s Hometown Ingredients Through “RosDee Omelet: Serving Deliciousness Across Thailand” with the RosDee Omelet Caravan, Powered by Localized Marketing
- “RosDee Omelet: Serving Deliciousness Across Thailand” brings the “Eat Well, Live Well” commitment to life, transforming the familiar Thai omelet into a fun and creative DIY experience inspired by local ingredients and food cultures across Thailand.
- Rolling out across six provinces, the caravan will serve 7,200 free creative omelet servings featuring hometown favorite ingredients, while inviting consumers to create and share their own omelet creations with RosDee.
Bangkok – 29 September 2026 – “RosDee,” the No. 1 brand in the flavor seasoning category by market share under Ajinomoto Co., (Thailand) Ltd., is launching “RosDee Caravan x School Bus,” a campaign inviting Thai consumers to reimagine the familiar omelet with new and creative menus inspired by local flavors from across Thailand.
The campaign brings together local ingredients and culinary identities from different regions to create unique omelet dishes, with a ground caravan rolling out across Thailand to serve FREE creative omelet creations. Online activities will also drive consumer engagement by inviting consumers to share their best hometown omelet creations.
“RosDee Omelet: Serving Deliciousness Across Thailand” is built on the idea of reinforcing consumer confidence that RosDee is the seasoning of choice when making an omelet, as simply adding RosDee delivers delicious, well-rounded flavor. The brand has therefore taken the familiar omelet and transformed it into a nationwide taste experience, using signature regional ingredients that reflect the identity and local flavors of each area to create unique omelet recipes.
To bring this idea to life, RosDee conducted research in local communities to discover distinctive ingredients, culinary traditions, and food preferences before turning these local inspirations into unique omelet creations. Through this localized marketing approach, RosDee aims to celebrate the diversity of local food culture while creating experiences that feel closer and more relevant to consumers in each region. The campaign has already kicked-off and will run until 21 November 2026 across six provinces nationwide, featuring creative omelet menus made with more than 12 varieties of ingredients, including vegetables and a wide range of toppings, and serving 7,200 RosDee omelets to consumers across Thailand.
Ms. Panida Nuengraksa, Household Business Division Manager, Ajinomoto Co. (Thailand) Ltd., said, “RosDee believes that delicious food does not have to be complicated, and there is no one-size-fits-all recipe for the perfect omelet, because everyone has their own favorite ingredients and preferences. Through ‘RosDee Omelet: Serving Deliciousness Across Thailand,’ we are applying a ‘Localized Marketing’ approach by exploring the culinary character and unique ingredients of communities in each region of Thailand and turning them into distinctive, healthy omelet creations. We want to show that even a simple dish can be endlessly fun and creative. At the same time, we want RosDee to remain close to Thai consumers and make every day cooking more enjoyable, bringing our ‘Eat Well, Live Well’ commitment to life by encouraging people to enjoy cooking and create delicious moments in their own way.”
On-Ground Activity: “RosDee Omelet: Serving Deliciousness Across Thailand”
RosDee has rolled out its caravan across Thailand, offering free tastings of creative omelet menus freshly prepared with RosDee seasoning. The activity aims to engage more than 7,200 consumers through a fun DIY experience, giving everyone the opportunity to create their own omelet using local ingredients.
Each region will feature a unique locally inspired omelet menu, for example:
- North: Sai Ua and crispy pork omelet
- Northeast: Vietnamese pork sausage and fermented pork omelet
- Central: Minced pork and mackerel omelet
- East: Crab roll and shrimp omelet
- West: Sun-dried squid and Ban Kha pineapple omelet
- South: Bai Liang leaves and Chaiya salted egg omelet
Participants can select their preferred vegetables, meat, and local ingredients, then join a fun spinning-wheel game to randomly select toppings for their own unique omelet. This fun and creative experience makes each dish delicious, nutritious, and locally inspired, while also supporting ingredients sourced from local communities.
Following successful stops in Bangkok, Nakhon Si Thammarat, and Chiang Mai, the RosDee Caravan will continue its journey to various locations across Thailand. The caravan will travel to a variety of locations, including schools, local markets, public parks, and communities, creating moments of happiness with RosDee through the special RosDee Omelet song and memorable tasting experiences. The caravan will continue meeting consumers across Thailand through November 2026.
- 5–7 November: Chonburi
- 12–14 November: Kanchanaburi
- 19–21 November: Khon Kaen
Online Activity: RosDee Home Omelet Recipe
The campaign also extends online to drive consumer engagement by inviting people to share their best hometown inspired omelet creations featuring RosDee seasoning on Facebook or TikTok. Participants can tag @AjinomotoHomeCooking and use the following hashtags: #ไข่เจียวรสดี #ไข่เจียวบ้านเรา #อวดสูตรไข่เจียว. The submission period runs from today until 30 September 2026. A total of 25 accounts with the most inspiring omelet creations will receive Lotus’s gift cards.
