The Brief

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. Solving this problem is the objective of the campaign.

Describe how the promotion developed from concept to implementation

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.We projected this campaign would become popular and reach not only existing but many new customers. In this way ,「CAN CAN」（Kyu-Can-Cho Project）got started with their customers and NGO,Japan International Food for the Hungr.

Describe the success of the promotion with both client and consumer including some quantifiable results

・Covered by 20 TV programs and 80 newspapers or magazines. ・Facebook pages started voluntarily for supporting “CAN CAN" by their existing customers. ・670 supporters including businesses, local governments and households participated in the projects ・about a total of 170,000 cans have been distributed so far. ・10,000 cans have been sent to Zimbabwe,Congo and Niger since December 2012. ・A vending machine with a special box was installed,which provides canned bread and water for emergency. Part of the proceeds will be donated.

Explain why the method of promotion was most relevant to the product or service

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 the official food on Space Shuttle Discovery in 2009. They had been careful in making good bread and had strong feeling that it should be eaten best,anytime anywhere. Still more, the company had put great effort into supporting the victim areas of natural disaster such as Iran,Sumatra,and Bangladesh.Supporting activity by Akimoto became a popular in Tohoku earthquake 2011. The above is the reason why the project was relevant to the Brand.