Changing perceptions of Japanese cuisine.

Challenge

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.

Solution

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.