The Campaign

In Japan, all advertising indications relating to the health effects of foods, not just pharmaceutical products, must comply with the Pharmaceutical Affairs Act. As of February 2015, this law does not allow the direct indication of the health effects of Tomatoes, such as those for pharmaceutical products, by an advertiser. However, expression such as “Usage scenes” can be used.

Results

Kagome is Japan’s leading producer of fresh tomatoes. Because the nutrition in tomatoes reduces fatigue, Kagome hoped to promote tomatoes to sports lovers. Investigating the success of bananas, we discovered that tomatoes lack mobility in that they are not easy to carry and to eat. Accordingly, we created the world’s first wearable robot that feeds tomatoes to a player during sports. We revealed a Youtube video and a robot at the reception for the Tokyo Marathon. At the race, a Kagome's employee ran wearing this robot and eye-catching scenes of eating tomatoes were shown all over the world as news.

To spread awareness to sports lovers around the world, that tomatoes are a "sports food," which can help recovery from fatigue when doing sports. In order to do this, we created the world’s first wearable robot that carries 6 tomatoes and feeds them to a player during sports. For this, we teamed up with the world-famous machine artist unit Maywa Denki and a Kagome's employee with a PhD in Agriculture. And then, we posted that scene of the robot being developed on YouTube. The movie was introduced by 21 national TV news and about 1000 online articles in 62 countries.

Output: 100 million media impressions. 21 domestic TV national news stories. The campaign was introduced during a live TV broadcast of the marathon. About 1000 online articles in 62 countries around the world. Knowledge/Consideration:Views of online related videos totaled 1.5 Million. The number of shares of related online articles on social media sites was 300,000. Among the audience aware of the campaign, 93% accepted that tomatoes have positive effects on sports performance and 83% indicated their intention to eat tomatoes while doing sports.Business impact: Sales of Kagome's fresh tomatoes after the campaign increased by 50% when compared to last week.

The key branded content element of our entry is a YouTube video in which a tomato gives an amusing explanation of its fatigue reduction effect during sports.The video is a story that Kagome's employee developed a wearable robot which feed tomatoes to a runner and tried to run with it.