| Title | CAN CAN -KYU CAN CHO PROJECT |
| Brand | AKIMOTO BREAD |
| Product / Service | CANNED BREAD |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | DAILY SPORTS ADVERTISING AGENT Tokyo, JAPAN |
| Entrant Company | DAILY SPORTS ADVERTISING AGENT Tokyo, JAPAN |
| Advertising Agency | DAILY SPORTS ADVERTISING AGENT Tokyo, JAPAN |
| Advertising Agency 2 | GINGALIGHTER Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Morikuni Ohara | Daily Sports Advertising Agent | Marketing Designer |
| Yuki Negishi | Daily Sports Advertising Agent | Marketing Director |
| Daisuke Natori | Daily Sports Advertising Agent | Designer |
| Winnie Lam | Daily Information | Copywriter |
| Koichi Kawajiri | Gingalighter | Curator |
| Yuzo Tsugane | Daily Sports Advertising Agent | Creative Director |
| Takahiro Hamada | Daily Sports Advertising Agent | Promotion Director |
| Nobuhiko Akimoto | Akimoto Bread | Project Manager |
| Yoshihiko Akimoto | Akimoto Bread | Executive Creative Director |
We planned this project for existing customers as the first step. Akimoto Bread has invented “Canned Bread,” which can keep for 3 years without any changes on either texture or flavor. Many businesses, organizations and households had purchased it for emergency use. However, most of the “Canned Bread” was discarded without being eaten after the expiration date. Making use of the product as direct communication tool is the strategy of the campaign.
Akimoto Bread is very small company（50 employees）, which has been familiar in the areas for 66 years.However their technology is so advanced. “Canned Bread” has been adopted as official space food on Space Shuttle Discovery in 2009. They had been careful in making good bread and had feeling that it should be eaten best,anytime and anywhere. Still more, the company had put great effort into supporting the victim areas of natural disasters such as Iran,Sumatra,and Bangladesh.Supporting activity by Akimoto became a popular topic in Tohoku earthquake 2011. Above is the reason why this project is appropriate to the brand.
We have built up a system of exchanging “Canned Bread” to brand new ones in 24 months (1 year earlier than expiration date) and therefore, to deliver the collected “Canned Bread” to countries that are suffering from hunger. We had projected many customers felt sympathy because it was disappointing that they had to discard Bread due to the expiration date. In this way ,「CAN CAN」（Kyu-Can-Cho Project）got started with their customers and NGO,Japan International Food for the Hungr. This project started in 2010,and got first result in December 2012.
・670 supporters including businesses, local governments, schools and households participated in the projects. ・About a total of 170,000 cans have been purchased so far by supporters of this project. ・10,000 cans have been sent to Zimbabwe,Congo and Niger since December 2012. ・Then, those participated clients would receive the report of voice from the local areas.