| Title | LIBERATION WRAPPER |
| Brand | FRESHNESS BURGER |
| Product / Service | CLASSIC BURGER |
| Category | A07. Point of Sale |
| Entrant | DENTSU EAST JAPAN Tokyo, JAPAN |
| Entrant Company | DENTSU EAST JAPAN Tokyo, JAPAN |
| Advertising Agency | DENTSU EAST JAPAN Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Atsushi Ochida | Dentsu Inc. | Account Exective |
| Masafumi Kodama | Dentsu Inc. | Account Exective |
| Takeshi Miyakawa | Dentsu Inc. | Account Exective |
| Tomonori Nakano | Dentsu East Japan Inc. | Account Exective |
| Hiromi Nakajima | Hat Inc. | Editor |
| Takahiro Taga | Hat Inc. | Production Producer |
| Toru Sugawara | Hat Inc. | Production Producer |
| Daisuke Hagiwara | Dentsu Creative Force Inc. | Producer |
| Ryo Takeuchi | T2 Photo Studio | Photographer |
| Yuya Mori | Taki Corporation | Designer |
| Junko Igarashi | Taki Corporation | Designer |
| Masayuki Ikeda | Taki Corporation | Designer |
| Tomoko Ishibashi | Dentsu Inc. | Copy Writer |
| Masashi Omae | Dentsu Inc. | Copy Writer |
| Akira Shikiya | Dentsu Inc. | Art Director |
| Toshihiko Yabe | Dentsu Inc. | Creative Director |
We re-designed ordinary hamburger wrapper, as a tool to cover customer’s mouth. So that female customers can enjoy the mouthful of big burger, care-free of being seen by those who are around.
To increase sales of “Classic Burger” – the largest sized product－ , to female customers, to whom the product was less popular.
In Japan, to open mouth big is regarded as a bad manner, especially for young female. We found this was the insight that kept female customers away from enjoying the big “Classic Burger”. We designed the hamburger wrapper to cover their mouth with NATURAL look, to liberate them from the worry and to enjoy the burger care-free.
Sales of CLASSIC BURGER to female customer was up to 213% compared to the previous month. It was featured in national TV network, as well as in happy voices of customers over their FACEBOOK pages, twitter and other social network media. ex: 「Having a burger on the first date was impossible, but this one helps me!.」 「Grabs women’s heart」 (FACEBOOK comment)