Changing perceptions of Japanese cuisine.
While people love eating Japanese food, when it comes to cooking Japanese meals at home they simply don’t know where to start. Yutaka wanted to dispel the stigma around the cuisine being complicated and hard to recreate themselves.
We created the organic content platform 'Start Your Japanese Adventure' to create an always-on organic strategy that showed people how just how easy - and delicious - it is to cook Japanese food at home with Yutaka's ingredients.
Alongside encouraging engagement with the hashtag #MyJapaneseAdventure, we ran a dedicated macro and micro-influencer (gifted) campaign to create a community-driven organic strategy. Leveraging mouthwatering user-generated content, we’ve shown first-hand how anyone can make Japanese dishes at home whilst inspiring a growing community of foodies to try the cuisine themselves.
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Yutaka: Changing perceptions of Japanese cuisine
Yutaka wanted to dispel the stigma around Japanese dishes being complicated to cook and inspire people to try the cuisine at home. We created the organic content platform 'Start Your Japanese Adventure' to show people just how easy it is to cook at home with Yutaka's ingredients.