Ajinomoto

Source: https://www.advertimes.com/20260722/article551237/

Goal: Reduce food waste by promoting lettuce consumption

Claim: Lettuce face of Tatsuya Fujiwara

Media: Social media (X)

Summary: Ajinomoto has launched a campaign featuring lettuce wrapped in packaging with the face of actor Tatsuya Fujiwara to encourage consumption and reduce food waste. The limited edition 'lettuce with Tatsuya Fujiwara's face' will be available in select supermarkets in Tokyo and Kansai regions. The campaign includes a QR code linking to recipes for using lettuce, as a response to disposal issues highlighted by a survey indicating many families have wasted lettuce in the past. Fujiwara's humorous commentary on the promotion adds to its appeal.