RECRUITING RICE ATOTORIMUSUKO

TitleRECRUITING RICE ATOTORIMUSUKO
ClientKUROHONE RICE FARMING ASSOCIATION
Product / ServiceRECRUITING RICE ATOTORIMUSUKO
CategoryB04. Use of Ambient Media: Small Scale
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Media Placement DENTSU INC. Tokyo, JAPAN
PR DENTSU INC. Tokyo, JAPAN
Production NIBAN-KOBO PRODUCTIONS Tokyo, JAPAN
Production 2 MONOPO Tokyo, JAPAN
Production 3 INCUBIC INC. Tokyo, JAPAN

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.

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 recruiting media. The best advert for farmers is the tasty products they produce.

Insights, Strategy and the Idea

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 ,as a media, that people can know how and where the food was produced.

Credits

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