RECRUITING RICE ATOTORIMUSUKO

TitleRECRUITING RICE ATOTORIMUSUKO
BrandKUROHONE RICE FARMING ASSOCIATION
Product / ServiceKUROHONE RICE
CategoryE01. Food
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Media Placement DENTSU INC. Tokyo, JAPAN
PR DENTSU INC. Tokyo, JAPAN
Production DENTSU INC. Tokyo, JAPAN
Production 2 NIBAN-KOBO PRODUCTIONS Tokyo, JAPAN
Production 3 MONOPO Tokyo, JAPAN
Production 4 INCUBIC INC. Tokyo, JAPAN

Credits

Name Company Position
Ryo Nakagawa Dentsu Inc. Creative Director
Taiki Kawase Dentsu Inc. Creative Director/Art Director
Satoshi Umeda Dentsu Inc. Producer
Satoshi Takahashi Dentsu Inc. PR Planner
Atsushi Tokuue NIBAN-KOBO Productions Corp. Film Producer
Nobuya Imai NIBAN-KOBO Productions Corp. Film Director
Ryo Miyakawa monopo inc. Web Director / Front-end Engineer
Joe Yanagita INCUBIC inc. Web Designer
Hatsuo Endo Kurohone Rice Farming Association Client Supervisor
Kenta Yano Kurohone Rice Farming Association Client Supervisor
Asami Hoshino Kids Valley Supervisor

The Campaign

Created a new rice brand named ATOTORIMUSUKO, which means Successor in Japanese. It is the first rice brand that recruits its producer itself. Purchasers can apply to join the free agricultural tours. The best advert for farmers is the tasty products they produce. Eat, Experience Farming, and Succeed. We designed the whole series of events as a brand.

Creative Execution

Young people who wants to be farmer is declining. However, who pays attention to what they eat is increasing. 450kg of ATOTORIMUSUKO were sold at 4 organic stores and farmers's markets in Tokyo, to approach them as a target. Purchasers can apply to join the free agricultural tours, directly from the QR code on the packages. Rice planting and harvesting events were held at the place of production in Kurohone, Gunma-Prefecture.

Indication of how successful the outcome was in the market

ATOTORIMUSUKO became a hot topic on the news with no media budget, and drew interests of young people. 450kg of the rice was all sold out. Over 300 successor candidates took 150km way from Tokyo to the farm. What is more, the brand is expanding to help other farmers who are looking for successors as well. The rice had begun to sell itself, recruiting more and more producers.

Links

Website URL