HARVEST 40TH ANNIVERSARY CAMPAIGN

TitleHARVEST 40TH ANNIVERSARY CAMPAIGN
BrandTOHATO
Product / ServiceHARVEST
CategoryA01. Food / Drink
EntrantDAI NIPPON PRINTING Tokyo, JAPAN
Idea Creation DAI NIPPON PRINTING Tokyo, JAPAN
Production Q CO.,LTD. Tokyo, JAPAN

Credits

Name Company Position
Kanako Okamoto Dai Nippon Printing Co., Ltd. Planner
Masataka Kurihara Dai Nippon Printing Co., Ltd. Planner
Ippei Hanashima Q co.,ltd. Designer
Kazuya Muramatsu Q co.,ltd. Designer

Why is this work relevant for Brand Experience & Activation ?

We have proposed a campaign to try to rejuvenate the customers and convey the brand to the next generation.

Background

① The sluggish market in the biscuit category. ② While there has been no remarkable marketing activity, the customers, mainly in their 40s to 60s, are aging.

Describe the creative idea (20% of vote)

We have focused on a biscuit package with "Harvest" (a character without a face) together with children's habits and creativity.

Describe the strategy (20% of vote)

We have created a mechanism using a biscuit package that lets children freely demonstrate their personality and be acclaimed by their mothers. What we have tried are: 1) To rejuvenate customers to mothers in their late 20s to early 40s and their children. 2) To have children love the brand and keep eating them for a long time. 3) To have children pass on the brand to their children.

Describe the execution (30% of vote)

We have launched an annual national campaign in Japan with the title '40th Anniversary.' 1)Kids add their art to Harvest packaging. 2)They take a photo and share to social media with hashtags. Kids could see their creations come alive through an Augmented Reality app. 3)1500 winners were selected.

List the results (30% of vote)

・Recognition has been gained from both mothers in their late 20s to 40s and their children for further purchase. ・"Harvest" is now remembered by both "parents" and "children." ・Sales has increased 105% compared to the previous year. ・The number of SNS photo submissions are twice the amount of other brands' photo submissions in its campaigns.