Case Film: Frying Pan Challenge

【Spikes Asia 2024 & ADFEST 2024 Winner】
The “Frying Pan Challenge” project turned a single negative complaint into a movement for a better gyoza experience for both the brand and its users.
We launched this project to transform 3,520 donated frying pans into a symbol of the bond between the manufacturer and its customers.
The frying pans sent by users became not only research subjects but also brand icons for the project.
This mountain of tattered frying pans represents the fans' hopes for improving Ajinomoto's frozen gyoza.
With this major movement that captured the attention of over 85 million gyoza fans nationwide, we were able to launch a new less-sticking gyoza in just eight months, solidifying the consumers' love for and trust in the brand.
Project website: www.ffa.ajinom...
Spikes Asia 2024: Brand Experience & Activation - Gold, Social & Influencer - Gold
ADFEST 2024: PR Lotus - Grande, Gold, Bronze
Note: The resulting scores are based on data collected at the end of January 2024.