Freshness Burger’s Liberation Wrapper is a hit in Japan. BTW, I would file this in the “great marketing campaign” category versus the “look how ____ the Japanese are” category in case you are wondering. Oh! For the record, I have yet to observe a Japanese woman afraid to chow down in a Freshness Burger.
Client FRESHNESS BURGER Product CLASSIC BURGER Entrant DENTSU EAST JAPAN Tokyo, JAPAN Type of Entry Media: Use of Media Category Best Use of Ambient Media: Small Scale Title LIBERATION WRAPPER Product/Service CLASSIC BURGER Entrant Company : DENTSU EAST JAPAN Tokyo, JAPAN Advertising Agency : DENTSU EAST JAPAN Tokyo, JAPAN CREDITS
Name Company Position Atsushi Ochida Dentsu Inc. Account Exective Masafumi Kodama Dentsu Inc. Account Exective Takeshi Miyakawa Dentsu Inc. Account Exective Tomonori Nakano Dentsu East Japan Inc. Account Exective Hiromi Nakajima Hat Inc. Director Takahiro Taga Hat Inc. Production Producer Toru Sugawara Hat Inc. Production Producer Daisuke Hagiwara Dentsu Creative Force Inc. Producer Ryo Takeuchi T2 Photo Studio Photographer Yuya Mori Taki Corporation Designer Junko Igarashi Taki Corporation Designer Masayuki Ikeda Taki Corporation Designer Tomoko Ishibashi Dentsu Inc. Copy Writer Masashi Omae Dentsu Inc. Copy Writer Akira Shikiya Dentsu Inc. Art Director Toshihiko Yabe Dentsu Inc. Creative Director
RESULTS AND EFFECTIVENESS:
Sales of CLASSIC BURGER to female customer was up to 213% compared to the previous month. It was featured in national TV network, as well as in happy voices of customers over their FACEBOOK pages, twitter and other social network media. ex: 「Having a burger on the first date was impossible, but this one helps me!.」 「Grabs women’s heart」 (FACEBOOK comment)
With very small budget of printing new design to existing hamburger wrapper, We could lower the hesitation of female customers. The wrapper cleverly touched the female insight, and was instantly recognizable / talk-able / shareable, which was essential feature for quick service restaurant category. This unleashed their long kept desire to enjoy the burger care-free. Also, gaining support of female customer to the product was important, as the Freshness Burger chain brand claims itself as a chain supporting natural lifestyle, well received by female, whose loyalty towards the chain was strengthened by the initiative.
INSIGHTS, STRATEGY AND THE IDEA:
Objective was to increase sales of “Classic Burger” – the largest sized product－ , to female customers, to whom the product was less popular. INSIGHT : In Japan, to open mouth big is regarded as a bad manner, especially for young female. This was the insight that kept female customers away from enjoying the big Burger. STRATEGY: To lower the hesitation of female customers to eat a big hamburger, by taking away the worry of being seen as a bad mannered person. IDEA : Creating the hamburger wrapper that covers peoples mouth with NATURAL look, while opening a big mouth to eat the big burger.