SUB CATEGORY :

CONTENT-LED ENGAGEMENT

COMPANY ENTERING :

WUNDERMAN THOMPSON TOKYO, TOKYO

TITLE :

STRETCHEEEESE

BRAND :

MORINAGA KRAFT MOZZARELLA

ADVERTISER :

MORINAGA MILK INDUSTRY CO., LTD.

AGENCY :

WUNDERMAN THOMPSON TOKYO, TOKYO

CHIEF CREATIVE OFFICER :

TAKAYUKI NIIZAWA

CREATIVE DIRECTOR :

YUHEI TAKEYAMA/NORIO OKINOJO

COPYWRITER :

KONOMU SUIDO

ART DIRECTOR :

KEISUKE HARA

ACCOUNT MANAGER :

KO ISHIZAKA

STRATEGIC PLANNING DIRECTOR :

TAMAKI MAEDA

STRATEGIC PLANNER :

JU YOO

FILM PRODUCTION COMPANY :

ONION INC., TOKYO

DIRECTOR :

KOICHI TOKUHIRA

CINEMATOGRAPHER :

HYOGO MITSUOKA

FILM PRODUCER :

YUKI HONDA

PRODUCTION MANAGER :

SEIYA MIZUKAMI/TAKUMI IKEMOTO

CAMPAIGN SUMMARY :

THE CAMPAIGN OBJECTIVE IS TO ENCOURAGE PEOPLE TO BUY MOZZARELLA CHEESE IN WINTER. THE CHALLENGE FOR JAPAN MARKET WAS THAT THE CONSUMER BUYS IT MAINLY IN SUMMER WHEN TOMATOES ARE IN SEASON AND SOLD AT A LOW PRICE BECAUSE MOZZARELLA CHEESE IS ACKNOWLEDGED AS THE ONE NEEDED TO COOK COLD, CAPRESE SALAD. TO CHANGE THIS PERCEPTION, WE PROPOSED A WAY TO PLAY WITH MOZZARELLA UNIQUE TO WINTER, INSTEAD OF USING THE CONVENTIONAL APPROACH OF ‘DEVELOPING NEW RECIPES’ OR ‘SHOWING SIZZLING SHOTS’. WHAT WE FOCUSED WAS IT “STRETCHES” AMAZINGLY WHEN EATEN HOT. WE FILMED AN EXPERIMENT TO SHOW HOW MUCH THE CHEESE WOULD STRETCH TO CREATE A LIVE-ACTION VIRAL VIDEO WHICH IS IN ONE SHOT WITHOUT CG, AIMING AT EVOKING CONSUMER’S INTEREST. IMMEDIATELY AFTER ITS LAUNCH, THE VIDEO ACHIEVED A SUCCESSFUL OUTCOME AND RESULTED IN 10 MILLION VIEWS AND TOTAL REACH OF 25 MILLION PEOPLE. THIS VIDEO ALSO GOT LOTS OF MEDIA COVERAGE WHICH RESULTED TO GENERATE MANY POSTS ON SNS BY CONSUMER WHO ARE TRYING TO STRETCH MOZZARELLA AS OUR VIDEO. THIS LED TO MAKE THE NEW FOOD TREND IN WINTER AS A NEW WAY OF FOOD ENTERTAINMENT. NOT JUST ACHIEVING SALES GROWTH OF 182%, MOZZARELLA CHEESE HAS BECOME ONE OF THE POPULAR INGREDIENTS FOR NABE (JAPANESE HOT POT DISH) IN WINTER.

THE BRIEF :

IN JAPAN, SALES OF MOZZARELLA CHEESE DECREASE IN WINTER. THE MOST CRITICAL CHALLENGE FOR US IS TO MAKE CONSUMERS AWARE OF THE FACT, “NOT JUST FOR COLD, CAPRESE SALAD, MOZZARELLA CHEESE IS GOOD EVEN WHEN EATEN HOT IN WINTER”.

THE STRATEGY :

PLAYING WITH FOOD IS STILL CONSIDERED AS TABOO IN JAPAN AS WELL, HOWEVER, WE DARE TO CHOOSE TO BREAK SOME RULES AS THE NO.1 BRAND. WHAT WE FOCUSED WAS IT “STRETCHES” AMAZINGLY WHEN EATEN HOT. BY LEVERAGING ‘NABE’ (JAPANESE HOT POT DISH) WHICH IS SYNONYMOUS WITH THE WINTER DISH OF JAPAN, DEMONSTRATED THAT WE CAN CASUALLY ENJOY MOZZARELLA DISHES AT HOME IN WINTER. ALSO, WE COULD ACHIEVE TO MAKE MOZZARELLA TRANSFORMED INTO ENTERTAINMENT THROUGH THE STUNNING VIDEO THAT MAKES EVERYONE WILLING TO TRY.

THE EXECUTION :

WE FILMED A VIDEO DEMONSTRATING HOW MUCH MOZZARELLA WOULD STRETCH. IN AN ATTEMPT TO GO VIRAL ONLINE, WE CREATED A LIVE-ACTION VIRAL VIDEO WHICH IS IN ONE SHOT WITHOUT CG. THANKS TO SUCH ‘INSTA-WORTHY’ EXPRESSION, MANY CONSUMERS POSTED THEIR VIDEOS OF TRYING TO STRETCH MOZZARELLA AS OUR VIDEO, LEADING TO MAKING THE NEW FOOD TREND IN WINTER, WHICH IS FAR BEYOND THE EXPECTATION OF CLIENT BRIEF.

THE RESULT :

SALES GROWTH: 182% VIEWS: 10 MILLION TOTAL REACH: 25 MILLION PEOPLE PR VALUE: EQUIVALENT TO 500 MILLION JPY