DELICIOUS SUPPLEMENT

TitleDELICIOUS SUPPLEMENT
ClientEAST JAPAN RAILWAY COMPANY + YOKOHAMA STATION BUILDING
Product/ServicePACKED MEAL PRESCLIPTION
CategoryB02. Clinics, Hospitals, Retail & Facilities
EntrantBEACON/LEO BURNETT Tokyo, JAPAN
Idea Creation BEACON/LEO BURNETT Tokyo, JAPAN
Media BEACON/LEO BURNETT Tokyo, JAPAN
PR MATERIAL Tokyo, JAPAN

The Campaign

Introducing the new food service onto a food court of the station building, DELICIOUS SUPPLEMENT, by combining the deliciousness of foods and supplements into a healthy and convenient habit. DELICIOUS SUPPLEMENT is a personalized lunch capsule 'prescribed' to regain the nutritional balance you may have lost. Over 2.2 million combinations of delis are possible, letting you enjoy your-best lunch capsule prescription each time.

Creative Execution

DELICIOUS SUPPLEMENT has easy steps requiring you. The first step is the physiological diagnosis system using LINE which was developed with the clinical psychotherapist. Only through easy chats with our AI on LINE, the system identifies 4 types of nutrition you could be lacking so that you are prescribed your own lunch capsule accordingly. Next, you have only to fill your prescribed capsule with 4 deli's from the range of dishes sorted by the professional nutritionist to create your own DELICIOUS SUPPLEMENT. From over 2.2 million combinations of delis, you can create the best one for your own both with the deliciousness you want now and the nutrition you need now.

Impressions amounted to over 99,605,000 in less than one week. And the sales achieved 122.5% vs year-ago period. Plenty of media including Japanese most prestigious business TV program covered this service as the diet innovation. And now, this service is being expanded nationally.

This work requires each customer direct interactions on the food court, to solve the growing issue of their bad diet habit with also motivating their traffics and purchases for our originally personal food service.

Target audience are modern people overall. They are living too a busy and fast life to pay enough attention to nutrition from each food they eat. More and more people depend on supplement pills to compensate their lacked nutrition. So we partnered with JAPAN RAILWAY COMPANY to leverage the food court of its owned station building, as the ignition infrastructure to improve their bad diet habits through the concept of ‘A personal prescription with a personal deliciousness’.

Credits

Name Company Position
Jon King Beacon/Leo Burnett Tokyo Executive Creative Director
Akihiro Kuwahara Beacon/Leo Burnett Tokyo Designer
Shunsuke Kakinami Beacon/Leo Burnett Tokyo Creative Director
Jun Oizumi Beacon/Leo Burnett Tokyo Art Director
Risa Kyuragi / Yoshihiro Ito Beacon/Leo Burnett Tokyo Researcher / Account Director
Mai Kaneda Beacon/Leo Burnett Tokyo Experience Designer/Copywriter/Account Planner
Sentaro Yoshino Beacon/Leo Burnett Tokyo Producer, PR
Tomonori Oki Beacon/Leo Burnett Tokyo Technical Director
Konosuke Takahashi Beacon/Leo Burnett Tokyo Producer, Digital
Hisako Konagaya Beacon/Leo Burnett Tokyo Producer, Digital
Sunao Shirase Beacon/Leo Burnett Tokyo Chief Design Director (Store)
Masaomi Minegishi Beacon/Leo Burnett Tokyo Design Director (Store)
Yuko Takamichi Beacon/Leo Burnett Tokyo Designer (Store)
Eiji Tachi Suzuki Shofudo Producer (Package)
Katsunori Endo Material PR Planner
Yurika Hotta Material PR Planner
Shunsuke Doi amana Producer (Movie)
Taewan Kim amana Production Manager
Hisashi Kitahara amana Producer (Still)
Ryosuke Uchijima ZONA Director
TAkahiro Kano ZONA Cinematographer
Sakiko Ohno hue/amanagroup Photographer
Teruumi Kuroda hue/amanagroup Retoucher
Takami Tateishi East Japan Railway Company Client Director
Yusuke Hidaka East Japan Railway Company Client Supervisor
Maki Nozaki East Japan Railway Company Client Supervisor
Toru Arakawa Yokohama Station Building Retail Director
Noriaki Mochida Yokohama Station Building Retail Director
Kazuya Watanabe Yokohama Station Building Retail Supervisor
Katsuhiko Ogawa Keio University Professor
Links
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