Japanese food giant Ajinomoto launched a buzz-worthy promotional campaign in July, teaming up with JA Zen-Noh Nagano. The goal? To boost lettuce consumption and curb summer food waste with a unique initiative: the "Cook Do Oyster Sauce Tatsuya Fujiwara 'Please Buy Lettuce'" campaign, featuring lettuce packaging emblazoned with Tatsuya Fujiwara's face. And boy, did it get people talking!
The result? A nationwide frenzy! The limited run of 10,000 lettuces vanished from shelves almost instantly across various locations. The project lead confessed that the response far exceeded their wildest expectations, expressing both surprise and gratitude, and hoping to continue promoting food waste reduction through various methods in the future.
In late July, a sight that made shoppers do a double-take appeared in some Japanese supermarkets: entire aisles lined with Tatsuya Fujiwara's "face." The back of the packaging even featured a QR code, leading consumers to a website packed with lettuce recipes designed to help quickly use up large quantities, aiming to slash household food waste.
So, why Tatsuya Fujiwara? The project lead explained that the aim was to directly convey the urgent plea of "Please buy it!" and the heartfelt voices of the farmers. The lead stated, "Mr. Tatsuya Fujiwara possesses a uniquely powerful expressiveness and an unforgettable presence that makes him perfectly suited to be the most eye-catching visual in stores."
What's more, the expression on the packaging was specially designed with a concept of "intense urgency and powerful presence," rendered as a brand-new original illustration in a dramatic gekiga style.
Many stores that stocked the "Tatsuya Fujiwara face" lettuce saw them sell out on the very first day, even surprising the retailers themselves. "I've never seen people buy lettuce like this before; it's incredible," one store owner remarked.
The project lead admitted that the reaction blew past all initial forecasts, adding, "We are truly astonished by such enthusiastic support and extend our heartfelt thanks to everyone."
Well, what can we say? Tatsuya Fujiwara's face truly is versatile! It managed to drive sales and achieve the official goal of the campaign. Perhaps more "face-selling" gigs are in his future!
via： オリコンニュース