Fuji Pan

Campaign Diaries

Japan

87% Don’t Know It’s the Original: Turning Adversity into Increased Sales with Fuji Pan’s ‘Snack Sand’, Accelerating Self-Deprecation Web CM

Brand: Fuji Pan

Campaign: N-Pa’s Counterattack: Not This One

Source: https://www.advertimes.com/20260915/article557490/

Goal: Increase awareness and sales of Snack Sand

Claim: Original but not recognized by 87%

Media: Television, Web

Summary: Fuji Pan has launched new TV and Web commercials for its Snack Sand product, celebrating its 51st anniversary. Despite being the original 'portable sandwich' since 1975, a surprising 87% of people are unaware of this fact. In response, the company used a self-deprecating ad approach with the character N-Pa to highlight the product's history and improve sales, which did see a significant increase. The new campaign features a humorous storyline where N-Pa, as the Special Public Relations Director, becomes enraged when realizing misunderstandings surrounding the product.

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