FamilyMart

Campaign Diaries

Japan

FamilyMart makes Lady Gaga operate a cash register, releases recruitment commercial to change the image of ‘working’

Brand: FamilyMart

Campaign: Do you want to work at Famima?

Source: https://www.advertimes.com/20260925/article558480/

Goal: To refresh the image of working at convenience stores and strengthen recruitment.

Claim: Do you want to work at Famima?

Media: TV Commercial, Digital Signage

Summary: FamilyMart launched a recruitment commercial featuring Lady Gaga on September 25, promoting a fresh image of working at a convenience store. The ad showcases Gaga performing daily tasks like cash registering and stocking, filmed in black and white at a recreated store in Los Angeles. This campaign is part of FamilyMart's efforts to enhance their workforce strategies as they celebrate their 45th anniversary, including the introduction of new uniforms and more flexible presentation standards for employees.

Campaign Diaries

No Brand Diaries found.

Japan

FamilyMart’s ‘Lady Gaga Commercial’: The World Acknowledges Japan’s Labor Shortage and Difficulty in Securing Workforce

Brand: FamilyMart

Campaign: Lady Gaga Campaign

Source: https://www.advertimes.com/20261002/article559571/

Goal: Recruit part-time employees to address labor shortage

Claim: Lady Gaga helps Japan fight its labor shortage

Media: Television, Social Media

Summary: FamilyMart's new commercial features Lady Gaga as a convenience store clerk, highlighting Japan's serious labor shortage and the challenges in securing workers. The campaign uses Gaga to draw attention to the issue of decreasing labor force due to strict grooming standards and lower wages compared to other countries, as well as Japan's 24-hour convenience store operations. The initiative aims to modernize and diversify the perception of part-time work in the retail industry.

Campaign Diaries

No Brand Diaries found.

advertising labor shortage Lady Gaga recruitment

Japan

Increased Volume, Increased Volume, Huge Increase! Summer Food Costs Rise with

Brand: FamilyMart

Campaign: 45% Volume Increase Campaign

Source: https://www.advertimes.com/20260811/article553743/

Goal: Increase sales through larger product volumes

Claim: 45% more for the same price

Summary: FamilyMart has launched a campaign to offer 45% more volume on select products at no additional cost, targeting the increased food expenses families face during summer vacation when school lunches are unavailable. The campaign runs in approximately 16,400 stores and features a range of products including fried chicken, sandwiches, and salads. This initiative is a part of a continuous strategy to drive sales and customer traffic, especially coinciding with the company's 40th anniversary.

Campaign Diaries

No Brand Diaries found.

grocery promotion summer campaign

Japan

FamilyMart Launches ‘VIVANT’ Colored Socks and Towel Handkerchiefs Along with ‘Bepan Manju’

Brand: FamilyMart

Campaign: VIVANT Collaboration

Source: https://www.advertimes.com/20260805/article552888/

Goal: Achieve 30 billion yen in sales by 2026

Media: Official EC site, Retail stores

Summary: FamilyMart is launching a collaboration with the popular TBS drama 'VIVANT', releasing themed socks and towel handkerchiefs starting August 7. The items feature designs inspired by the show's motifs and are part of FamilyMart's apparel brand 'Convenience Wear', aiming for significant sales growth. Additionally, a limited edition product called 'Bepan Manju' will be available starting August 18. The collection showcases key elements of the drama, including color schemes and branding that relate to the show's narrative.

Campaign Diaries

No Brand Diaries found.

apparel collaboration drama merchandise

Taiwan

FamilyMart Partners with One-Forty to Launch ‘Friendly Million Migrant Workers’ Project

Brand: FamilyMart

Campaign: Friendly Million Migrant Workers Project

Source: https://www.brain.com.tw/news/articlecontent?ID=53121&sort=

Goal: To create a more friendly and inclusive social environment for migrant workers in Taiwan.

Claim: Altruism is the best business.

Media: Social education initiatives, cultural exchange programs, multimedia storytelling, and community events.

Summary: FamilyMart partners with One-Forty to launch the 'Friendly Million Migrant Workers Project', addressing the needs of migrant workers in Taiwan. The initiative aims to enhance their quality of life through improved communication, product selection, and cultural exchange, as well as educational outreach to promote understanding of migrant issues in society. The project intends to foster an inclusive environment for all residents in Taiwan.

Campaign Diaries

No Brand Diaries found.

community support cultural exchange migrant workers social inclusion