Gaining attention through the use of image characters
[Client] Kura Sushi
Every year, many people refrain from visiting a conveyor-belt sushi restaurant during the influenza season, and a drop in sales has been a problem. In order to eliminate customers’ concerns about store hygiene, we developed the “Sushi Cap,” the first initiative of its kind in Japan to prevent infectious diseases. In the conveyor-belt sushi industry, where there are many competitors, it was important to make an impact as a differentiator. For this reason, we collaborated with Sento-kun, who has an affinity with the name. Therefore, we collaborated with Sento-kun, who has an affinity with the name of the sushi restaurant. By planning and developing the ingredients to be picked up by the media, we were able to move public opinion and overturn the common sense of winter conveyor-belt sushi.
Details about our activities
By planning and developing sushi cap tools and collaborative products, we were able to change the image of conveyor-belt sushi even during a time when sales are usually low. By using the “Sushi Cap,” the first of its kind in Japan, and the impactful character Sento-kun, we succeeded in creating a buzz and creating the impression that “Sushi Cap = safe, secure, and hygienic. In addition, by promoting the product mainly on TV programs that KuraZushi customers come into contact with, we were able to stabilize and increase sales compared to previous years.