300 PARMESAN COLLECTION

Title300 PARMESAN COLLECTION
BrandMORINAGA MILK INDUSTRY CO.
Product / ServiceKRAFT 100% PARMESAN CHEESE
CategoryB03. Use of Exhibitions / Installations
EntrantJ. WALTER THOMPSON JAPAN Tokyo, JAPAN
Idea Creation J. WALTER THOMPSON JAPAN Tokyo, JAPAN
Media J. WALTER THOMPSON JAPAN Tokyo, JAPAN
Production 2 AMANA Tokyo, JAPAN
Production 3 VONS PICTURES Tokyo, JAPAN
Production MZ PLANNING Tokyo, JAPAN

Credits

Name Company Position
Kohei Kawasaki J. Walter Thompson Japan Senior Creative Director / Communication Planner
Yuhei Takeyama J. Walter Thompson Japan Art Director
Tomohiko Nakano J. Walter Thompson Japan Creative Producer
Aki Takeda J. Walter Thompson Japan Art Director
Eiji Honma J. Walter Thompson Japan Senior Copywriter
Yuzo Ono J. Walter Thompson Japan Associate Account Director
Yongbom Seo J. Walter Thompson Japan Account Supervisor
Akiko Nakamura J. Walter Thompson Japan Account Executive
Mitsuru Sato J. Walter Thompson Japan Planning Manager
Go Sohara J. Walter Thompson Japan Executive Creative Director
Kazuhiro Tanaka Mz planning Inc. Event Producer
Ryo Ujita Mz planning Inc. Event Director
Hiroto Yamada Mz planning Inc. VM Engineer
Wataru Amano Vector Group PR Producer
Yuya Hamamura Vector Group PR Director
Syuntaro Yoshii amana inc. Movie Producer
Yasuhiko Shimizu Freelance Movie Director
Takahiro Aoki qomunelab co.,ltd. Movie Director
Shinya Nakagawa RIZING inc. Editor
Joji Asaoka Freelance Editor

The Campaign

"300 PARMESAN Collection" Our target of young women love to share on social. We transformed Parmesan Cheese, a rather dull subject, into fun and fashionable experiences, through Vending Machines and Lunch Boxes, that these women would find share-worthy. Through these experience we conveyed how Parmesan Cheese, thought only to go with pasta, matched excellently with various foods.

Creative Execution

1. Parmesan Cheese appeared  in major Japanese cities, as an iconic 5-meter-tall vending machine. 2. Participants could push any of the 300 buttons placed on the vending machine. 3. Not regular cheese, but 300 special lunchboxes in the Parmesan Cheese design. 4. Parmesan Cheese, thought only to go with pasta, and meals that make an unexpected great match. Rice balls, Udon noodles, Oden, Takoyaki and Tomato stew, just to name a few. 5. Parmesan Cheese is in the upper lid so you can just sprinkle and enjoy. A photogenic eating experience, looking as if you were eating Parmesan Cheese, straight from the package.

Describe the success of the promotion with both client and consumer including some quantifiable results

"SAMPLING Beyond Sampling". Food samples, not what you regularly queue for, became an item you just had to have. Long lines formed at all of the venues, and the 300 lunch boxes were distributed in only (less than) an hour. The events gained huge media publicity. (PR Value: 540,388,103JPY) The stylish deliciousness of Parmesan Cheese was spread throughout Japan by consumers. And through this eating experience, an understanding that Parmesan Cheese went well with foods other than pasta was created.

Explain why the method of promotion was most relevant to the product or service

By transforming Parmesan Cheese, a rather dull subject, into a photogenic and share-worthy icon, this campaign intends to strongly instill into the life of our target young women who love to share pictures on social that Parmesan Cheese, thought to be old-fashioned and used only for pasta, is the fashionable and tasty brand.

Through this campaign transforming Parmesan Cheese into a photogenic icon, we communicate to our target young women who love to share on social, how Parmesan Cheese, thought only to go with pasta, matches excellently with various foods.

Links

Supporting Webpage