AJINOMOTO: The delightful taste of Japan.
Ajinomoto® Gyoza had long reached Indonesia through business channels. Ajinomoto wanted to bring it straight to consumers, and first needed to know how warmly the market would welcome it. EGGHEAD Branding Agency designed and ran an end-to-end campaign to find out: a Gyoza Tasting Experience that let people taste the product first, supported by social media, KOLs and a complete set of on-ground materials.
THE CHALLENGE
How do you introduce a product people have never bought for themselves? Ajinomoto believed in the quality of its gyoza. The open question was how it would compete on the shelf, and whether young professionals, the campaign's primary audience, would choose it over the alternatives.
THE IDEA
Inspired by the Japanese izakaya, a "stay-drink-place" where people settle in after work, EGGHEAD created the Gyoza Tasting Experience. Instead of telling people the gyoza was good, the campaign gave them a place to stop, taste and enjoy it.
A dark, minimal visual language with Japanese typography let the product take centre stage, from posters and flyers to the booth itself.
FROM SCREEN TO STORE
The campaign ran in three phases: an online teaser on Ajinomoto's social media to build curiosity, an offline teaser with leaflets and placards in store, and an online reveal to announce the event. KOLs matched to the target audience amplified each phase. On the ground, EGGHEAD designed the booth, merchandise, brochures, placards and point-of-sale materials, and partnered with Papaya Fresh Gallery to place the booth at Blok M, Citywalk Sudirman and Cikarang. Visitors tasted the gyoza, shared the moment online and finished with an omikuji fortune draw.
THE RESULT
More than 2,235 visitors tasted Ajinomoto® Gyoza, over 1,093 packs were sold during the event period and more than 210 visitors came back for a second purchase. Ajinomoto gained a clear read on market appetite before taking the product further to Indonesian consumers.
CAMPAIGNS BUILT ON INSIGHT
At EGGHEAD Branding Agency, a campaign starts from what the brand needs to learn or prove. As a data-driven branding agency in Indonesia, we connect strategy, creative and on-ground execution, so every touchpoint works toward the same goal.
