{"id":1102,"date":"2025-02-21T14:01:14","date_gmt":"2025-02-21T05:01:14","guid":{"rendered":"https:\/\/thedoq.com\/en\/?p=1102"},"modified":"2025-09-12T12:32:08","modified_gmt":"2025-09-12T03:32:08","slug":"kewpie-australia","status":"publish","type":"post","link":"https:\/\/thedoq.com\/en\/work\/kewpie-australia\/","title":{"rendered":"Kewpie Australia"},"content":{"rendered":"\n<p>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.<\/p>\n\n\n\n<p>To highlight what sets Kewpie Mayonnaise apart\u2014its rich <strong>umami<\/strong> flavor and unique <strong>whipped texture<\/strong>, created by using only egg yolks\u2014we developed a branding video campaign focused on increasing awareness in the Australian market. The campaign included both online and offline media distribution.<\/p>\n\n\n\n<p class=\"has-text-align-center\"><img loading=\"lazy\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdjzgtMpQtNOBohkbwenOBBJT6RofDtbRXPECTmfGMi3TtwUAASNOjh-Fgbr9qv56I-RFa_puvuNjnXCQAQMsufM-tfqphrKoFrXGMw69SNyFNgfFNw3hF53SSnCiMdwE7WCXBK?key=zrMwjspl5fGMKc1IIEchW1eU\" width=\"602\" height=\"340\"><\/p>\n\n\n\n<h4><strong>Strategy<\/strong><\/h4>\n\n\n\n<p>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: <strong>&#8220;No.1 Mayonnaise in Japan.&#8221;<\/strong><\/p>\n\n\n\n<p>For a strong yet simple impact, we produced a <strong>15-second animated video<\/strong> in both horizontal and vertical formats, ensuring the <strong>whipped texture<\/strong> was visually compelling and differentiating it from other brands.<\/p>\n\n\n\n<h4><strong>Distribution &amp; Media<\/strong><\/h4>\n\n\n\n<p>The completed video was distributed in the <strong>Sydney area<\/strong>, targeting the right audience through <strong>YouTube, Facebook, and Instagram ads.<\/strong> Additionally, it was aired as a <strong>TV commercial on on-demand services<\/strong> and displayed on <strong>digital OOH (Out-of-Home) media.<\/strong><\/p>\n\n\n\n<iframe title=\"Japan&#039;s No.1 Mayonnaise manufacturer - Kewpie Australia\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/pRaV9DCtKis?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n","protected":false},"excerpt":{"rendered":"<p>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\u2014its rich umami flavor and unique whipped texture, created by using only egg yolks\u2014we 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: &#8220;No.1 Mayonnaise in [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":1106,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":""},"categories":[3],"tags":[],"author_meta":{"display_name":"doq2009","author_link":"https:\/\/thedoq.com\/en\/work\/author\/doq2009\/"},"featured_img":"https:\/\/thedoq.com\/en\/wp-content\/uploads\/sites\/2\/2025\/02\/kewpie_top-535x300.jpg","_links":{"self":[{"href":"https:\/\/thedoq.com\/en\/wp-json\/wp\/v2\/posts\/1102"}],"collection":[{"href":"https:\/\/thedoq.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thedoq.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thedoq.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/thedoq.com\/en\/wp-json\/wp\/v2\/comments?post=1102"}],"version-history":[{"count":9,"href":"https:\/\/thedoq.com\/en\/wp-json\/wp\/v2\/posts\/1102\/revisions"}],"predecessor-version":[{"id":1119,"href":"https:\/\/thedoq.com\/en\/wp-json\/wp\/v2\/posts\/1102\/revisions\/1119"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thedoq.com\/en\/wp-json\/wp\/v2\/media\/1106"}],"wp:attachment":[{"href":"https:\/\/thedoq.com\/en\/wp-json\/wp\/v2\/media?parent=1102"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thedoq.com\/en\/wp-json\/wp\/v2\/categories?post=1102"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thedoq.com\/en\/wp-json\/wp\/v2\/tags?post=1102"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}