BrandNational Federation of Agricultural Cooperative Associations (ZEN-NOH)
Product / ServiceWAGYU (JAPANESE BEEF)
CategoryA01. Fast Moving Consumer Goods
Idea Creation DENTSU INC. Tokyo, JAPAN
Media Placement DENTSU INC. Tokyo, JAPAN


Name Company Position
Toshiki Nakamura Dentsu Inc. Creative Director
Yo Iida Dentsu Inc. Copywriter
Soma Kaisei Dentsu Inc. strategic planner
Masumi Komuro Freelance Art Director
Kimie Osawa Dentsu Inc. Planner

Why is this work relevant for Media?

We consider the work is relevant since it challenged new approaches to the traditional media, and use it not only as an informative platform but also as an "action" maker. We focused on the Japanese custom of putting newspapers under the griddle to avoid grease splattering, and created an advertisement that converted into a tablecloth. Instead of using newspapers as a traditional media platform but challenging its possibilities as a communication driver that directly calls to action, we were able to create a new way of experiencing Wagyu at home.


【Expand Wagyu beef consumption for producers in the face of COVID - 19】 Our client, ZEN-NOH (“Japan Agricultural Cooperatives”) has been working for many years to increase the consumption of Wagyu beef. Increasing the total consumption is a fundamental issue for agricultural producers in terms of maintaining food security. In 2020, because of COVID-19, people have been restraining themselves from going out of their homes and the consumption of Wagyu beef, which has been supported by eating out, has decreased. The decline of inbound tourism also had a tremendous impact on the domestic beef industry. Wagyu producers have been severely damaged, and urgent measures were required. The challenge of this project was to “increase Wagyu consumption " amidst the headwind of the COVID-19 crisis.

Describe the creative idea / insights (30% of vote)

【Publish a newspaper advertisement that turns home barbecues into a big feast】 In Japan, people put newspapers under the griddle when enjoying home barbecues to avoid grease splattering on the table. We focused on this custom as a key element that would encourage people to eat Wagyu "at home". On August 29th, Japan’s Grill Beef Day, we placed a newspaper advertisement that turns into a tablecloth intended to be put under the electric griddle. The advertisement depicts 178 people who worked their best during COVID-19, including medical doctors and nurses, baseball players whose games were cancelled, and so on. Using the newspaper, we encouraged the public to remember the enjoyment of having grill beef dinner parties without holding one in person, and reward themselves with delicious grilled Wagyu for living through this rough summer.

Describe the strategy (20% of vote)

【Promote Wagyu beef as a “reward” for those who worked hard this summer during COVID-19】 In the midst of the pandemic, it's not only theproducers who faced difficulties. We defined the emotional value of Wagyu beef, known as Japan’s high-grade beef, as a “reward” for people who worked hard this summer. Using the newspaper as a medium, we aimed to encourage people to eat Wagyu at home, and remember the excitement that grill beef parties bring to life. Before the pandemic, people considered Wagyu as a luxury, mainly enjoyed in high-class restaurants. In order to change this behavior, we came out with a solution for consumers to enjoy Wagyu for home meals, without degrading the brand. We decided to use newspapers as the main media because of the way it is used in home-barbecues in Japan, but also how it brings an intimate feeling that recalls homes and families.

Describe the execution (20% of vote)

【Newspaper advertisement / Twitter Present Campaign / Online Media Meetings】 On August 29th, Japan’s Grill Beef Day, we placed a newspaper advertisement that turns into a tablecloth intended to be put under the electric griddle. We asked people to put their griddles on top of our advertisement, and enjoy Wagyu with their families as a reward for living through these difficult times. The advertisement was placed in major newspapers published nationwide. Along with the newspaper, we conducted a massive present campaign via Twitter, gifting large sets of Wagyu for multiple customers to attract the public's attention online. We also held online meetings via zoom, connecting Wagyu producers/suppliers with media reporters to let the public understand the serious situation surrounding the Wagyu industry at the moment.

List the results (30% of vote)

【 Wholesale Beef Price by Grade raised 2,500yen/kg to 3,057yen/kg / No.1 Twitter Trend in Japan / Advertising Conversion Value: $2,869,510 / 195 media coverage + 9 TV programs / Boosted Wagyu consumption】 Once WAGYU NEWSPAPER was published in major newspapers across the country, it triggered the media to cover this new movement, and as a result, the campaign gained 9 TV programs + 195 media coverage. As a result, the Domestic Wholesale Carcass Price by Grade raised 2,500yen/kg (July, 2020) to 3,057yen/kg (November, 2020). ※Tokyo Market The news attracted people’s attention and the campaign hashtag became the No.1 trend on Twitter (in Japan) as well. The advertisement encouraged people to create a heart - warming memory at the end of a difficult summer, and most importantly, provided an opportunity to boost the Wagyu beef consumption, which brought hope for the beef industry.


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