TOPS under Central Retail Reshapes Retail with ‘TOPS KNOCK PRICE’ Campaign, Delivering ‘Best Prices without Checking’ for a Value-Driven Economy and Reinforcing its Image as an Accessible Brand for Everyone.

Knockdown Pricing Starts Today until 25 November 2025

Bangkok, 10 November 2025 — TOPS, the food business under Central Retail, is elevating great-value shopping to the next level while stimulating year-end spending with the launch of the “TOPS KNOCK PRICE” campaign, under the concept of “Truly Low, No Second Thought”. The aim is to help ease cost-of-living pressures in a slowing economy, anchored by the strength of ‘Trusted Price with Trusted Quality’ giving customers the confidence to shop without price-checking. The campaign features more than 300 carefully curated quality products alongside Own Brand items, rotating on a regular basis to deliver exceptional value across all categories — from daily essentials and fresh food to household items and FMCG — perfectly matching the lifestyle of Smart Shoppers who seek dependable value and quality with every purchase. Reinforcing TOPS’ position as a brand accessible to all, the company is targeting 20% sales growth. Knockdown prices run from today through 25 November 2025 at all participating branches of TOPS, TOPS FOOD HALL, TOPS DAILY, TOPS CARE, and PET ‘N ME nationwide, as well as TOPS ONLINE.

Mr. Stephane Coum, Chief Executive Officer – Food Group, Central Retail, stated “Thailand’s economy remains in a recovery phase amid cost-of-living challenges and shifting consumer behaviour. Data from Marketbuzzz shows over 42% of Thais are concerned about rising living costs, driving a trend towards more deliberate spending and a search for dependable value on every shopping activity (Smart Shopper). This aligns with Kasikorn Research Center (2025) findings indicating consumers are increasingly smart spenders — planning carefully and prioritising only what is necessary and truly worth the price (Smart Spending).”

“Additionally, data insights reveal that Smart Shoppers, or consumers who value mindful spending and select products that balance quality with fair pricing, are shaping a behavioural shift towards good-quality, great-value products. This group of customers relies more on information and real experience than price alone when deciding to buy. Consequently, TOPS has refined its strategy to meet modern consumers’ need for confidence and the best price on every shopping activity.”

Mr. Chakkit Chatupanyachotikul, Head of Marketing, Public Relations & CSV of Central Food Retail under Central Retail said “To deliver on this strategy, TOPS has launched ‘TOPS KNOCK PRICE’ as a key strategy precisely addressing these behaviours and pain points with the idea ‘Truly Low — No Second Thought’, focusing on both Trusted Price and Trusted Quality. The campaign reduces cost-of-living pressures and gives customers confidence to choose across all categories without having to compare prices — especially with TOPS’ Own Brand range, which has been continuously developed and elevated in quality and standards for over 23 years to provide everyday, accessible value. The extensive assortment spans daily life — food, household products, and FMCG — with quality on a par with leading national brands and wallet-friendly prices, all under core brands such as My Choice (e.g. My Choice Organic Hom Mali Rice; My Choice Low-Sugar Strawberry & Blueberry Jams; My Choice Longan Blossom Honey), TOPS (e.g. TOPS Fresh Antibiotic-Free Eggs; TOPS Canned Tuna; TOPS Drinking Water), and SmarteR (e.g. SmarteR Biodegradable Trash Bags; SmarteR Paper Towels (sheet); SmarteR Dishwashing Liquid; SmarteR Concentrated Laundry Detergent; SmarteR Glass Cleaner), among others.”

The ‘TOPS KNOCK PRICE’ campaign not only reaffirms TOPS’ leadership in Thai food retail but also demonstrates the brand’s commitment to standing by consumers in all conditions and economic cycles. The campaign’s three ‘Knock’ highlights are:

Round One: Knock! — Value that understands you, because we understand your insights. TOPS continuously researches consumer behaviour and has identified the categories shopped most frequently as beverages, snacks, fresh fruits and vegetables, chilled packaged food, and packaged food, respectively. We also find that modern customers prioritise products that meet everyday needs. TOPS has leveraged these deep insights to develop and refine our pricing and product strategies in line with consumer demand, featuring products from these highly sought-after categories to ensure the campaign genuinely helps reduce the cost of living.
Round Two: Knock! — Only truly useful essentials, great every day. TOPS scrutinises every detail of product selection, curating only quality items from around the world and Own Brand products that meet international standards. Over 300 everyday essentials rotate on promotion to deliver joyful value — from fresh food and household items to must-have FMCG products, such as SmarteR Biodegradable Rubbish Bags; SmarteR Paper Towels (sheet); SmarteR Dishwashing Liquid; SmarteR Concentrated Laundry Detergent; TOPS Fresh Antibiotic-Free Eggs and many more, so customers can be assured that every purchase brings genuine quality at great value, truly fitting daily life.
Round Three: Knock! — Genuinely low, confident prices, no checking needed. Throughout the campaign, TOPS operates an active market price monitoring and comparison system to ensure TOPS KNOCK PRICE products are offered at the most compelling prices, reinforcing confidence and peace of mind that ‘the price you see is a price you can truly trust,’ no time-consuming price-checking required, and with assurance that the price shown is the best in the market at that moment.

“Additionally, to ensure TOPS KNOCK PRICE communicates with maximum clarity and reach, we have designed a distinctive brand communication strategy using a boxer as the presenter, symbolising the power to ‘knock prices below the market’ and genuinely help Thais reduce their cost of living, across both TOPS’ offline and online channels. We are confident TOPS KNOCK PRICE will elevate the value experience beyond expectations, reinforce TOPS as a brand for every generation and audience, and reaffirm our promise to stand with Thais in every economic situation. We aim to drive over 20% sales growth.” Mr. Chakkit added.

Shop at truly low prices, with no second thoughts, with the ‘TOPS KNOCK PRICE’ campaign. Discover the best prices with assured quality from today through 25 November 2025 at all participating branches of TOPS, TOPS FOOD HALL, TOPS DAILY, TOPS CARE, and PET ‘N ME nationwide, as well as TOPS ONLINE .

For further information, visit www.TOPS.co.th, Facebook ‘TOPSThailand’, or add LINE @TOPSThailand.

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