LIBERATION WRAPPER

TitleLIBERATION WRAPPER
BrandFRESHNESS BURGER
Product / ServiceCLASSIC BURGER
CategoryB03. Consumer Services
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN

Credits

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

The Brief

Objective was to increase sales of “Classic Burger” – the largest sized product - , to female customers, to whom the product was less popular. INSIGHT : In Japan, to open mouth big is regarded as a bad manner, especially for young female. This was the insight that kept female customers away from enjoying the big Burger. STRATEGY: To lower the hesitation of female customers to eat a big hamburger, by taking away the worry of being seen as a bad mannered person.

Creative Execution

The wrapper cleverly touched the female insight, and was instantly recognizable / talk-able / shareable, which was essential feature for quick service restaurant category. This unleashed their long kept desire to enjoy the burger care-free. Also, gaining support of female customer to the product was important, as the Freshness Burger chain brand claims itself as a chain supporting natural lifestyle, well received by female, whose loyalty towards the chain was strengthened by the initiative.

Describe the creative solution to the brief/objective.

SOLUTION : Creating the hamburger wrapper that covers peoples mouth with NATURAL look, while opening a big mouth to eat the big burger. 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. We gave a little idea of solution that we call the "Design" to the wrappers. That is "Liberation Wrapper". ・That means when women order the CLASSIC BURGERs, Liberation Wrappers come with the burgers automatically even and they don't intend to. ・The wrappers is used for at the moment when people have a bite of burgers, thus directly and successfully connected people with "Having a big mouth bite". - Instantly, people reacted to it and had experience of it. These 3 points were also an effective factor for leading the campaign through nationwide.

Results

With very small budget of printing new design to existing hamburger wrapper, We could lower the hesitation of female customers. The wrapper grabbed female customer’s hearts, liberated them from worries. Some claimed “Having a burger on the first date was impossible, but this one helped me.” Sales of the product to female customer were up to 213% compared to the previous month. The idea was featured in national TV network as well as in happy voices of customers over their FACEBOOK, twitter and other social network media.