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. Eat, Experience Farming, and Succeed. We designed the whole series of events as a brand.

Creative Execution

450kg of ATOTORIMUSUKO were sold at 4 organic stores and farmers's markets in Tokyo. 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.

Results

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.

To tackle the successor-issue of rice farmers, we used the rice itself as a direct recruiting media. The best advert for farmers is the tasty products they produce.

The best advert for farmers is the tasty products they produce. The usual, but tasty rice became a new recruiting media just by changing its packages. Young people who wants to be a farmer is declining. However, who pays attention to what they eat is increasing. The rice was sold at organic food stores and farmers' markets to approach them as a target. We created a new food-experience that people can know directly how and where the food was produced.