JFOODO
Showcasing the versatility of sake
Objectives
New Markets | New Consumers
Challenge
JFOODO wanted to highlight the importance of sake in the culinary world by creating the perception and understanding among CNN's audience that sake accompanies seafood meals.
Solution
We created a brand campaign focused on the multiplatform sponsorship of the flagship 'Culinary Journeys' feature. The sponsorship highlighted the chefs reimagining the union between global cuisine, particularly seafood dishes, and Japanese sake.
CNNIC also collaborated with JFOODO for the dedicated sponsor content site produced by the Create Brand Studio showcasing two original films speaking to the people who are passionate about celebrating its nuanced flavours.
Results
Sponsor Content Site Views
Social Video Starts
Digital Ad Impressions
Digital Sponsorship
The 100% SOV sponsorship of the 'Culinary Journeys' digital feature showcased the versatility of sake. The microsite supplemented the TV campaign with digital content targeted at the young & affluent in CNN’s audience.
TV Sponsorship
On TV, JFOODO sponsored the five-episode 'Culinary Journeys: Sake' series explored the world of sake by celebrating its nuanced flavours suitable for pairing with non-Japanese cuisine. In addition, 60-second vignettes were cut from the segments & brand films and aired across feeds.
Sponsor Content Site
The bespoke site hosted ‘Escape the Ordinary’, two Create-produced films shedding light on the story of sake, told by a master sake sommelier and a world-renowned chef. The content sought to give insight into the world of sake and the exquisite addition they provide to any culinary experience.
'Escape the Ordinary' Sponsor Content Site
Social
Content was distributed on CNN’s social handles to target the most engaged audience off-platform using WarnerMedia's social intelligence platform, Launchpad, to drive traffic to the digital hub.
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