Asahi Agency served as the designated marketing communication agency in Japan for the Canada Pork International from 2006 to 2008. The promotional campaign was to increase awareness and sales of “tasty, healthy and safe” Canadian chilled pork among Japanese consumers and trade through various promotional activities such as in-store tasting demonstrations, foodservice promotions, PR activities and development/maintenance of the Japanese CPI website.

A highlight of the strategy was the appointment of “Mori-San-Chu”, a popular female comedy trio in Japan, as the campaign spokeswomen in order to reach housewives who are the main target consumers of Canada Pork International.

Result:

As a result of successful promotional placements with Mori-San-Chu and media relations programs, the media exposure value reached ￥900,000,000 yen (approx. $10,500,000), including nationwide TV networks, newspapers, and magazines during the campaign period.

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