AnyMind Group powers Betagro Group’s S-Pure to win at the Marketing Excellence Awards Thailand 2026

AnyMind Group , a BPaaS company for marketing, e-commerce and digital transformation, has today announced that its “So Pure So Good” campaign for S-Pure, a premium food brand under Betagro Group, has won Bronze at the Marketing Excellence Awards Thailand 2026. The campaign used artificial intelligence (AI) to create new consumer experiences and expand S-Pure’s reach among Gen Z audiences.

The Marketing Excellence Awards are designed to celebrate, recognise and reward Thailand’s outstanding marketing campaigns. It is the premier platform for marketers to showcase their creative excellence, successful strategies and effective delivery.

For the “So Pure So Good” campaign, S-Pure tapped on AnyMind Group to create “Nong Puree,” a companion character designed to provide emotional support and encourage healthier lifestyles among Gen Z consumers. The campaign also worked with influencers to introduce the character to different communities, driving wider engagement and adoption. As a result, S-Pure significantly grew its base of younger followers and increased sales by more than 200% compared with the period before the campaign.

Tuttamon Wongatikom, Director Brand Communication, S-Pure brand, said: “At S-Pure, we are committed to helping consumers lead better lives by providing high-quality food that supports good health and lasting happiness. This commitment is at the heart of the ‘So Pure So Good’ campaign. This was the first time we used AI to create a new consumer experience, bringing ‘Nong Puree’ to life to connect with younger consumers and their evolving lifestyles. We are very pleased with the response to the campaign.”

Takahiko Iwabuchi (Hiko), Country Manager, Thailand, AnyMind Group, said: “We are honored to contribute to the development of marketing innovation in Thailand. This achievement reflects our team’s commitment to applying AI in ways that create meaningful consumer experiences and help brands engage their target audiences more effectively. We thank S-Pure for placing its trust in AnyMind Group, and we will continue to advance our technology to empower businesses and create new experiences for consumers in the digital era.”