CHEESE TO CHARACTER

TitleCHEESE TO CHARACTER
BrandMEGMILK SNOW BRAND
Product / Service6P CHEESE
CategoryA01. Fast Moving Consumer Goods
EntrantHAKUHODO INC. Tokyo, JAPAN
Idea Creation HAKUHODO INC. Tokyo, JAPAN
Production HAKUHODO INC. Tokyo, JAPAN

Credits

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

The Campaign

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.

Creative Execution

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.

Links

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