Kewpie Australia
Branding Video Production and Distribution in Sydney for Japan’s No.1 Mayonnaise Brand
Overview
In 2024, Kewpie established its local subsidiary in Australia and launched its first promotional campaign in the region. To introduce Kewpie Mayonnaise to a broader audience, we produced a branding video emphasizing its status as Japan’s No.1 mayonnaise, aiming to enhance brand recognition.
As the leading brand in the Japanese mayonnaise market, Kewpie had already been sold in various Australian retailers and grocery stores. However, due to the presence of many competing brands, there was still significant room for brand awareness growth.
To highlight what sets Kewpie Mayonnaise apart—its rich umami flavor and unique whipped texture, created by using only egg yolks—we developed a branding video campaign focused on increasing awareness in the Australian market. The campaign included both online and offline media distribution.
Strategy
While Kewpie Mayonnaise is well-known in Japan, it is not yet fully recognized by Australian consumers. To establish its authority, we crafted the promotional message: “No.1 Mayonnaise in Japan.”
For a strong yet simple impact, we produced a 15-second animated video in both horizontal and vertical formats, ensuring the whipped texture was visually compelling and differentiating it from other brands.
Distribution & Media
The completed video was distributed in the Sydney area, targeting the right audience through YouTube, Facebook, and Instagram ads. Additionally, it was aired as a TV commercial on on-demand services and displayed on digital OOH (Out-of-Home) media.