Morinaga Milk: Calci-Add with Parmesan

Kraft Parmesan, a cheese brand, increased sales in Japan by launching a video in a hospital lobby and in-store activations to show people the health benefits of the high calcium content in its parmesan.

Campaign Objectives & Challenges

Kraft Parmesan, despite being a leader in the powder cheese category in Japan with a widespread awareness and a 30% share thanks to a steady reputation as the partner to spaghetti served at an old-school coffee house in the old days, struggled with flat sales and a competitor chasing them closely1.

While being in a food category, appealing on taste or ways of usage did not resonate with people anymore as people no longer found it relevant in their lives. This is largely due to its strong image associated with a condiment to spaghetti...

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