Ajinomoto

Campaign Diaries

Japan

Dentsu and JAXA Predict Ideal ‘Buy Time’ for Cabbage from Space

Campaign: Demand-Supply Linked Advertising Model

Source: https://www.advertimes.com/20260825/article554909/

Goal: Reduce food waste and stabilize producer income

Summary: Dentsu, JAXA, and the Tumakoi Village Agricultural Cooperative are launching an experimental market introduction of a 'demand-supply linked advertising model' to predict cabbage shipping volumes based on satellite data, starting from August 24. This initiative aims to address the long-standing issue of supply-demand gaps in agriculture by combining space technology and marketing expertise, thus reducing food waste and stabilizing producer income. The project, which began as a collaboration in 2022, aims to optimize the balance between supply and demand in cabbage production, particularly given the volatility in cabbage prices.

Campaign Diaries

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Japan

Changing the Perception that Cooking is Visual

Brand: Ajinomoto

Campaign: SOUNDFUL RECIPE

Source: https://www.advertimes.com/20260731/article552608/

Goal: Improve inclusivity in cooking.

Claim: Cooking is not just for seeing.

Summary: Ajinomoto's 'SOUNDFUL RECIPE' is an initiative launched in February 2025 aimed at enhancing inclusivity in cooking. It addresses the limitations of traditional recipes that rely on visual cues by creating an auditory recipe site optimized for visually impaired individuals. The project seeks to change the perception that cooking is an activity solely for those who can see, making it an experience for everyone. The campaign has won several awards, including silver at ADFEST and Spikes Asia.

Campaign Diaries

No Brand Diaries found.

accessibility cooking inclusivity

Japan

Unavoidable Second Glance at the Supermarket: Tatsuya Fujiwara’s ‘Face Lettuce’ by Ajinomoto Limited to 10,000 Units

Brand: Ajinomoto

Campaign: Buy Lettuce

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.

Campaign Diaries

No Brand Diaries found.

food waste lettuce recipes sustainability Tatsuya Fujiwara