Title | NATIONAL VOTE FOR CRACKER VS PEANUTS RATIO “DOES IT REALLY MATTER?” |
Brand | KAMEDA SEIKA |
Product / Service | KAMEDA NO KAKINOTANE |
Category | G01. Local Brand |
Entrant | KAMEDA SEIKA CO.,LTD. Niigata, JAPAN |
Idea Creation | ADK MARKETING & SOLUTIONS INC. TOKYO, JAPAN |
Idea Creation 2 | ADK CREATIVE ONE Tokyo, JAPAN |
Media Placement | ADK MARKETING & SOLUTIONS INC. TOKYO, JAPAN |
PR | ADK MARKETING & SOLUTIONS INC. TOKYO, JAPAN |
Production | ADK CREATIVE ONE Tokyo, JAPAN |
Production 2 | QUARK TOKYO Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Kenji Tamagawa | ADK Marketing Solutions Inc. | Creative Director |
Reiko Abe | ADK Marketing Solutions Inc. | Strategic Planner |
Seiya Akahoshi | ADK Marketing Solutions | Account Manager |
Masao Ando | A-Bridge | Casting |
Masakazu Aoyama | ADK Mariketing Solutions | Account Executive |
Maya Fujihiro | Quark Tokyo | Production Manager |
Keiichi Fujisawa | ADK Marketing Solutions Inc. | Creative Producer |
Satoko Furusawa | ADK Creative One | Graphic Designer |
Masahiro Hara | A-Bridge | Casting |
Akira Hayasaka | KAMEDA SEIKA CO., LTD. | Sales Planning Department Manager |
Yoshiyasu Ichikawa | ADK Wonder Records | Planner |
Akino Iizuka | Creators Group Mac | Graphic Designer |
Shintaro Ike | ADK Marketing Solutions | Account Director |
Souichi Ishii | Freelance | Film Director |
Takuma Iso | Quark Tokyo | Producer |
Makoto Jyukuroki | Freelance | Lighting |
Shuji Kabamoto | ADK Marketing Solutions | Web-Director |
Takuso Kanno | ADK Creative One | Planner,PR Director,Promotion |
Yuki Kiyomiya | ADK Marketing Solutions | Account Executive |
Seika Maekawa | ADK Creative One | Graphic Designer |
Hiroaki Maji | Quark Tokyo | Production Manager |
Shojiro Miyata | ADK Creative One | Planner |
Kenichi Nagamatsu | 55 inc | Photographer |
Noritomo Nagashima | TBS SPARKLE | Director |
Kenji Nakata | Creators Group Mac | Graphic Designer |
Shinji Nakata | Freelance | Cinematographer |
Shohei Okamoto | ADK Creative One | Art Director |
Makoto Sasayama | Makoto Planning | PR Director |
Souichi Shimada | ADK Creative One | Promotion |
Shota Shimizu | ADK Marketing Solutions Inc. | Planner |
Saori Shinpo | ADK Creative One | Promosion |
Keisuke Yoshida | ADK Creative One | Promotion |
KAKI NO TANE by KAMEDA, is a traditional rice snack with a 53-year history. The cracker to peanut ratio of 60:40 was a 40-year tradition. To challenge this, a national vote was conducted. People flocked to participate in the very trivial election. Media covered the vote, and the frenzy was like a mayoral election of a famous Japanese city. KAKI NO TANE used to be seen as an outdated snack, but the campaign raised popularity, and people made purchases to verify whether they liked the crackers or the peanuts more. This trivial election provided brand experience.
With a 53-year history as Japan’s No. 1 selling rice snack, Kameda’s KAKI NO TANE was experiencing stagnant sales. Since its sales was 20 billion JPY, contributing to 70% of the total sales of Kameda Seika, even a 1% growth in the product’s sales would lead to enormous profit. But because of its long history, the product had little to be talked about and was losing its appeal.
The idea was to make a big thing out of a trivial issue of the ratio between crackers and nuts in a package, by conducting a national vote about it. This was based on the customer insight, that there were some who like the peanuts more, and some who preferred the crackers, and the campaign used this as stimuli. A small, trivial issue created a great deal of buzz, because it was a creative idea that challenged what was previously considered totally normal.
The strategy was to focus on the ratio between the rice crackers and the peanuts that make up a bag of the snack. Research showed that consumers had various opinions on the ratio. Some wanted more crackers, and some wanted more peanuts. And because of the 53-year history, many showed they were quite particular about the ratio. The current ratio was snack 60 to peanut 40 ( in terms of weight). A national vote was conducted on this trivial issue, and this became the core of the promotional idea.
A campaign site was created and a vote for the ratio was conducted on Twitter. People could also vote using postcards. The very trivial issue of the peanut to cracker ratio was conveyed in the TVC as well. A popular Japanese talent with a gender-natural image, appeared in the campaign. This simple idea of asking about something as trivial as the ratio between the peanuts and the crackers of Kameda’s KAKI NO TANE snack, turned into a huge campaign. In the end, the ratio that came in first in the vote, became the ratio of the product. It was a testimony to the fact that people wanted their preferred ratio to become No. 1, and enthusiastically joined in the campaign. Another trivial fact.
During the campaign, sales grew 111.4% compared to the previous year. SNS impressions reached 1,853,801,046, which was 1861% of the goal. Media exposure was the equivalent of 1,911,943,251JPY (17,459,865.77USD). And this news ranked number 19 among the 2019 news read by non-Japanese. As a result of the vote, KAKI NO TANE by KAMEDA changed the cracker to peanut ratio from 60:40 to 70:30 for the first time in 40 years.
Kameda KAKI NO TANE is a Japanese rice cracker snack with a 53-year history. It can be found in almost every store, and fans will always buy them. It has high awareness, but had become nothing special, which is a common issue for traditional food items. Kameda’s KAKI NO TANE needed to be talked about, to raise interest again among consumers. The plan was to conduct a national vote on the ratio of the peanuts and crackers that make up the bag of the snack – something that doesn’t really matter that much. But because this was a trivial matter, the campaign was received enthusiastically.