TALKABLE VEGETABLES

Bronze Spike

Case Film

Presentation Board

TitleTALKABLE VEGETABLES
ClientHUG MART
Product/ServiceSUPERMARKET
CategoryA06. Events & Experiential (incl. stunts)
EntrantHAKUHODO Tokyo, JAPAN
Entrant Company HAKUHODO Tokyo, JAPAN
Advertising Agency HAKUHODO Tokyo, JAPAN

The Campaign

As companies try to make profits, issues like “misleading food labels” increased about 3 times in 5 years. Japanese consumers became more and more worried about food safeness from this news. So, reliable information to buy food in relief was needed. Hug mart is a market which only lines up safe foods directly sent by contracted farmers. But farmer’s honesty to make safe food won’t easily reach out. Hug mart needed to deliver it surely to consumers. We invented a fresh and unique promotional tool called “talkable vegetables.” The touch of the vegetable, triggers the electric reaction, and the vegetable talks. They talk about farmers' passion, vegetable’s special features, recipe recommendations and more. Besides, we adopted directional loudspeaker that brings the voice directly to our ears. Consumers could know the safeness of the vegetables directly from the farmers. By the reliable sales talk of the vegetables, sales increased about 250%.

The Brief

・To deliver farmers honesty and the safeness of the vegetables directly to the consumers. ・Let them buy vegetables in relief and increase sales. ・From safeness of the vegetables to recommended recipes, specialities of the vegetables, let consumers know about the vegetables deeply and personally. ・By PR, let people know about HUG mart's safe and delicious vegetables throughout Japan and to the world. (HUG mart have mail ordering system)

Results

By the reliable sales talk of the vegetables, sales increased about 250% (390 people/month -> 960 people/month). Also, store traffic increased 205% (9000 people/month --> 18450 people/month) During the time Talkable Vegetables were set at the store. Talkable Vegetables was widely cited in the media, and the voice of vegetables reached not only to the customers in store, but to many people throughout Japan. Because of the progressive approach, Talkable Vegetables was chosen as an official art work for the International Art Festival of Sapporo. Using vegetables as a new media, consumers could be able to buy food in relief with joy and happiness. The interview from the TV news program and hearing from the consumers, we could get comments like "Could know more about the vegetable's safeness in a fun and joyful way!", "Children could also know about the vegetables."

Execution

Everyday, we see many sales promotion tools at the store. We changed the conventional way to the newest. With “talkable vegetables”, vegetable itself talked farmer’s honesty for making their vegetable, its special features, recipe recommendations to the consumer. The product itself promoted as a new media and deliver the message directly to the consumer. It's the most effective communication we had ever had.

The Situation

As companies try to make profit easily, issues like “misleading food labels” increased about 3 times in 5 years. Japanese consumers became more and more worried about food safeness from this news. So, reliable information to buy food in relief was needed. Hug mart is a market which only lines up safety foods directly sent by contracted farmers. But farmer’s honesty to make safe food won’t easily reach out. Hug mart needed to deliver it surely to consumers.

The Strategy

Japanese consumers became more and more worried about food safeness from this news. So, reliable information to buy food in relief was needed. We invented a fresh and unique promotional tool called “talkable vegetables.” The touch of the vegetable, triggers the electric reaction, and the vegetable talks. They talk about farmer’s passion, vegetable’s special features, recipe recommendations and more.consumers could know the safeness of the vegetables directly from the farmers. Kids also could know it with much joy and smile.

Credits

Name Company Position
Kazuhiro Suda HAKUHODO INC.  Executive Creative Director
Airo Takanohashi  HAKUHODO INC.  Executive Creative Director
Takahiro Eguchi  HAKUHODO INC.  Creative Director
Shinichiro Nagaoka HOKKAIDO HAKUHODO INC. Creative Director
Jyutaro Mochizuki HAKUHODO I-STUDIO Creative Director
Masako Shimizu HAKUHODO INC.  Copywriter
Kei Nakamura  HAKUHODO INC.  Copywriter
Keita Kojima  HAKUHODO INC.  Art Director
NAO YOSHIOKA HAKUHODO INC.  Illustrator
YUKA MATSUE HOKKAIDO HAKUHODO INC. Agency Producer
TATUYA KIDA HAKUHODO I-STUDIO Programmer
YUTO KUMON HAKUHODO I-STUDIO Programmer
Takehito Shiina CRAY INC. Production Producer
Koki Yamaguchi  CRAY INC. Production Manager 
Tomohiro Matsumoto  ROOT/WORKS INC.  Editor
Masateru Kametani  HAKUHODO INC.  Project Curator