Sushi Matsuri: Nexus Communications Group, UK

iprnConsumer (C)0 Comments

PROJECT: SUSHI MATSURI 1-15 FEBRUARY 2008
AGENCY: NEXUS – UK
CLIENT: TAIKO FOODS

Project of the Year Entry: Dubai 2008

Objectives

Creation of a platform to celebrate the rise and awareness of Japanese cuisine and culture annually through for Taiko Foods who were and are the UK leader in the manufacture of high quality sushi

Programme

  • Creation of a brand/ development of the name ‘Matsuri’
  • Creation of the ethos – a celebration
  • Planning above and below the line activity
  • Organise sponsors of the ‘celebration’ event
  • Timing over two weeks in February 2008

Tactics

  • Press launch where media were given the opportunity to meet the press and  sponsors delivered key messages
  • Sponsors given opportunity to showcase products in the journalists’ goody/take-away bag
  • Opportunity to network with key influential companies with an interest in Japan and its on-going introduction into UK culture
  • Sushi master recruited to perform sushi-making demonstration in a glamorous venue that reflected Taiko values
  • Included in press pack: release, sponsor information,  sushi history,  sushi master profile, sushi recipe, sushi fact-sheet and A-Z of sushi varieties
  • 16 page Sensational Sushi guide developed with top food magazine Good Food. Design, including product logo,  reflected editorial endorsement and targeted 150,000 ‘foodies’.  Additionally a newsletter was created and distributed
  • On-pack promotion – Win a trip to Japan provided by participating sponsors and available on Waitrose, Tesco and Morrison’s sushi packs Nearly 4000 entered through the website, which contained further sponsor information
  • Point of sale pack produced for Japanese restaurants which was used as a hook to set up features with key regional press

Results

  • Press reach 52,562,985
  • PR Value    £645,471.54
  • Nearly 4000 competition entries
  • Waitrose sushi sales increased 15%
  • Morrison’s on-pack promotion secured a 35% increase in sales
  • Tesco sales increased 6% with sticker only – no on-pack incentive

Leave a Reply

Your email address will not be published. Required fields are marked *