| Title | STRETCHEEEESE |
| Brand | MORINAGA MILK INDUSTRY CO., LTD. |
| Product / Service | MORINAGA KRAFT MOZZARELLA |
| Category | G04. Social Behaviour |
| Entrant | WUNDERMAN THOMPSON TOKYO, JAPAN |
| Idea Creation | WUNDERMAN THOMPSON TOKYO, JAPAN |
| Production | WUNDERMAN THOMPSON TOKYO, JAPAN |
| Production 2 | ONION Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Takayuki Niizawa | Wunderman Thompson Tokyo | Chief Creative Officer |
| Yuhei Takeyama | Wunderman Thompson Tokyo | Associate Creative Director |
| Norio Okinojo | Wunderman Thompson Tokyo | Associate Creative Director |
| Konomu Suido | Wunderman Thompson Tokyo | Junior Copy Writer |
| Keisuke Hara | Wunderman Thompson Tokyo | Art Director |
| Ko Ishizaka | Wunderman Thompson Tokyo | Account Manager |
| Tamaki Maeda | Wunderman Thompson Tokyo | Strategic Planning Director |
| Ju Yoo | Wunderman Thompson Tokyo | Strategic Planner |
| Yuki Honda | Onion | Film Producer |
| Seiya Mizukami | Onion | Production Manager |
| Takumi Ikemoto | Onion | Production Manager |
We invented a way to PLAY with mozzarella unique to winter, instead of using the conventional approaches such as developing new recipes or showing sizzling shots. As a result, our execution was featured in a wide range of media outlets, driving more consumers to try to stretch the cheese, film their experiments and post the videos on social media. This movement culminated in creating the brand-new food trend in the cold season and spreading the original form of food entertainment. Eventually, mozzarella made a breakthrough, becoming one of the popular ingredients for Nabe (Japanese hotpot dish) in winter.
In Japan, sales of mozzarella drops in winter. This is because people buy the cheese normally for making cold, Caprese salad in summer when tomatoes are in season as well as affordable. Our aim was to make consumers aware of the fact that mozzarella is good not only for cold, Caprese salad but even when eaten hot in winter.
For generating interest, we created a one-shot, live-action, and CG-free video, attempting to demonstrate in a surprising way that mozzarella stretches far beyond imagination when eaten hot. We also focused on creating viral expressions to make consumers willing to post and share their videos of trying to stretch the cheese.
Playing with food is still considered taboo in Japan but we chose to break some rules as the biggest brand in the market. What we focused on was the most outstanding feature of mozzarella when eaten hot—it amazingly STRETCHES. Featuring Nabe, Japanese hotpot dish popular in winter, and demonstrating that consumers can casually enjoy the cheese dishes at home in the cold season, we transformed mozzarella into entertainment through the striking video that made everyone willing to try.
Our ’Insta-worthy' video was designed to make consumers willing to try the same and post their videos on social media. Aiming to spread the viral effect, we also involved influencers who were cooking experts and famous on social media. To create a further momentum, we developed the hashtag #STRETCHEEEESE as a viral word, intending not to be a mere advertising campaign but to make the brand-new food trend and spread the original form of food entertainment.
Media Outputs - Total reach: 25 million people / Views: 10 million / PR value: Equivalent to 500 million JPY Target Audience Outcomes - Total number of posts published with the hashtag #STRETCHEEEESE: 100k / Mozzarella got ranked amongst the top 10 popular ingredients for Nabe (Japanese hotpot dish) in 2020 Business Outcomes - Sales growth: 182%
Daring to break the taboo of playing with food, we demonstrated the brand’s spirit of challenging status-quo and sense of fun. We also focused on the live-action shot as an antithesis to hype and fake, since the audience these days expresses stronger oppositions to exaggerated or staged TV shows and commercials.