Title | CHEESE TO CHARACTER |
Brand | MEGMILK SNOW BRAND |
Product / Service | 6P CHEESE |
Category | A01. Fast Moving Consumer Goods |
Entrant | HAKUHODO INC. Tokyo, JAPAN |
Idea Creation | HAKUHODO INC. Tokyo, JAPAN |
Production | HAKUHODO INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
RAJI SAITO | HAKUHODO PRODUCTS | Producer |
MASAYA MARUTA | HAKUHODO | CREATIVEDIRECTOR |
SAYO NODA | HAKUHODO | DESIGNER |
SHIORI HORI | HAKUHODO | PLANNNER |
RYOTA OOBA | HAKUHODO PRODUCTS | PLANNNER |
KANAKO ISHIOROSHI | HAKUHODO | COPYWRITER |
AYAKO HARADA | HAKUHODO PRODUCTS | COPYWRITER |
TOMOHIRO OGUCHI | HAKUHODO PRODUCTS | CM PRODUCER |
RENA HAMANE | FREELANCE | CM DIRECTOR |
TAKUYA NAKANISHI | HAKUHODO PRODUCTS | WEB PRODUCER |
WATARU TASHIRO | HAKUHODO PRODUCTS | ASSISTANT PRODUCER |
KAZUHIRO ENDO | HAKUHODO PRODUCTS | WEB PRODUCER |
KAZUHIRO KAWAMURA | HAKUHODO PRODUCTS | WEB DERECTOR |
SADASHI NITTA | HAKUHODO PRODUCTS | WEB DESIGNER |
JUNKO KAWAOKA | HAKUHODO PRODUCTS | PHOTO PRODUCER |
TOMOKO SHIMAMURA | HAKUHODO PRODUCTS | PHOTOGRAPHER |
YUKO FUKUOKA | FREELANCE | FOOD COORDINATOR |
MASAE KAMIJO | FREELANCE | FOOD COORDINATOR |
JIN KOBAYASHI | HAKUHODO PRODUCTS | RETOUCH PRODUCER |
CHIKAORI OOTA | HAKUHODO PRODUCTS | RETOUCH PRODUCER |
TMOMI OKUDA | HAKUHODO PRODUCTS | RETATCHER |
KANA HAYASHI | HAKUHODO PRODUCTS | RETATCHER |
MICHIKO NISHIO | HAKUHODO PRODUCTS | RETATCHER |
NOBUTAKA HATTORI | HAKUHODO PRODUCTS | RETATCHER |
YUKI NAKAZATO | HAKUHODO PRODUCTS | RETATCHER |
KAZUSHIRO SUGANO | HAKUHODO | ACCOUNT EXECTIVE |
In order to get children to eat food they dislike, we setup the Character Recipe Project that took full advantage of the shape of the 6P Cheese. Furthermore, so that mothers would want to show off their creations to other mothers we setup a “recipe format you’ll want to share with 1) cute visuals, 2) fun naming, 3) deliciousness, as key points that served to spread the popularity of this recipe project.
We broadcast TV commercials composed with fun and catchy character images and songs. By developing character packaging matching the broadcasts and playing the songs at the in-store displays, we were able to create a purchasing flow wherein the children would beg their mothers to buy the product. For the web campaign, we used the real product to create and film original product recipe ideas and updated the special website and facebook daily. We opened by having a tie-in with the number one recipe community website in Japan where mothers who purchased the product could submit actual recipes they created to the recipe contest.
?During the recipe contest, the special website had around 700,000 page views ?Over 700 submissions to the recipe site. ?There were many more spontaneous posts to SNS such as Instagram ?During the CPN, Products sales were up 110% over the same period the previous year. We were able to create the impetus for children to enjoy eating foods they otherwise disliked, and we were successful in making a new form of brand value for 6P Cheese.
lthough the 6P Cheese is a very well established cheese brand, as the brand itself has become old, they were having difficulty gaining a foothold with the younger consumers of this generation. We developed the campaign focused primarily on the web experience using this approach in order to specifically target young mothers and their children to raise their awareness of the product.
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