senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

TBWA\Hakuhodo Launch Soil Restaurant

15/05/2013
Advertising Agency
New York, USA
242
Share
Full course meal using Protoleaf Soil as main ingredient

Protoleaf is a Japanese gardening soil brand. Concerns about nuclear radiation from Fukushima had caused consumers to question soil safety – even in store-bought products.  We wanted to let our stakeholders, including consumers and trade, recognize the surprising quality and safety of the product.


What if the soil was so safe, you could actually eat it?  To showcase our soil quality and safety, TBWA\HAKUHODO opened “The Soil Restaurant” with a Michelin 3-star chef who created a full course meal using Protoleaf Soil as the main ingredient. The restaurant was open to the public and charged $110 per person.


Customers and Media ate it up: The Soil Restaurant was widely reported on in Japan, and the news spread to over 20 countries globally, including features on CNN and the Discovery Channel.  With zero media investment,  we clearly demonstrated the product safety to the world. Total free media exposure amounted to  approximately US$8,900,000. As a result, consumers felt safe to buy soil again, and sales surged 130% versus the previous year. People could return to gardening and producing their own food.
 

Credits


Executive Creative Director: Kazoo Sato

Creative Director: Tomoki Harada

Copywriter: Tomoki Harada, Chino Yamaguchi 

Art Director: Keisuke Shimizu,Nozomi Imaoka  

PR: Takahiro Miura, Miho Majima (vector)

Agency / Creative
SIGN UP FOR OUR NEWSLETTER
Work from TBWA Worldwide
Life at the Ringside
Finnish Institute for Health and Welfare
10/12/2024
13
0
Break the Loop
Stockholms Stadsmission
04/12/2024
12
0
Hong Kong Never Normal
Hong Kong Brands
26/11/2024
40
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0