Parmesan Cheese Case study WORLD MASTERPIECE THEATER ANIMATION by J. Walter Thompson Tokyo

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Industry Cheese
Media Case study
Market Japan
Agency J. Walter Thompson Tokyo
Released November 2010

Credits & Description

Category: Food and Non-Alcoholic Drinks
Advertiser: KRAFT
Product/Service: PARMESAN CHEESE
Date of First Appearance: Nov 1 2010
Entrant Company: JWT JAPAN, Tokyo, JAPAN
Communication Planner & Producer: Naoya TAKAHASHI (JWT Japan)
Account Director: Shinichiro INOUE (JWT Japan)
Animation editor-at-large: Kundo KOYAMA (N35)
Animation scriptwriter: Bochibochi UCHIDA (N35)
Animation researcher: Pinko OKANO (N35)
Animation Art Director: Yoshiharu SATO (NIPPON ANIMATION CO., LTD)
Animation Art Director: Keiko KATO (NIPPON ANIMATION CO., LTD)
Animation Producer: Kenichi NISHIDA (NIPPON ANIMATION CO., LTD)
Animation Producer: Takeyuki SADO (NIPPON ANIMATION CO., LTD)
Animation Producer: Hiroaki KIDOKORO (NIPPON ANIMATION CO., LTD)
Media placement: Website - Kraft Official Homepage - 1 November 2010
Media placement: Spots - Train Channel - 1 November
Describe the objective of the promotion.
Kraft Parmesan Cheese has already attained 60% of its category share in Japan, and is maintaining its No.1 market position. But in order to further growth, Kraft wanted to concentrate on marketing to Japanese mothers in their 30s to 40s and get them to believe that, “sprinkling on parmesan cheese makes pasta taste even better”. To communicate this message, we decided to use animation.
Describe how the promotion developed from concept to implementation.
20-30 years ago, there was an enormously successful animated series called “The World Masterpiece Theater”. The series showcased famous stories such as, “A Dog of Flanders,” and “Anne of Green Gables” and were watched by 70% of the children at the time. The memories of watching the series are so powerful that they would bring back the happy warm feelings to the mothers even now. So we went to the creators of the series and asked them to make Parmesan Cheese flavored original stories based on the “World Masterpiece Theater”.
Explain why the method of promotion was most relevant to the product or service.
We created seven stories featuring seven different types of pasta and introduced ‘Parume’, the Parmesan Cheese fairy. Parume sprinkled cheese on the pasta that the characters cooked, making them tastier and the characters to smile. To link the animation and the real world, we put the recipes of the pasta introduced in the stories on the website and held a photo contest asking the mothers to make these pasta with their children and send in the pictures.
Describe the success of the promotion with both client and consumer including some quantifiable results.
We had over a million views since the animation was launched on the web. The research conducted after the campaign showed that 70% of the target consumers felt the campaign improved the brand image of Kraft’s Parmesan Cheese and the purchase preference increased by 10%. The photo contest received many pictures of children and mothers eating pasta sprinkled with Parmesan Cheese showing a “happy engagement” created by the animation between the target and the product.