Background & Context
Kanetetsu Delica Food, a fish paste product manufacturer headquartered in Kobe, has solid name recognition in the Kansai region. With such successes as Hobo Kani, an imitation crab meat, its time was ripe to win in the national market, but there was an issue of a sales plateau due to the lack of name recognition in Tokyo and the Kanto region, the center of Japan. In order to measure awareness improvement rates in the Tokyo/Kanto region and the feasibility of business expansion, a bumper ad especially for the Tokyo area was placed, albeit with a small budget...