Overview

Since its establishment in 1973, Satonoyuki Foods has been committed to using only the finest ingredients—soybeans, bittern, and water—to deliver safe and reliable tofu. Driven by the desire to offer customers the discovery of just how delicious tofu can be, we created “Delicious Tofu That Lasts,” a completely new kind of tofu. Because it can be stored at room temperature for 120 days and is easy to carry, it can be used as part of a rolling stock, or enjoyed in unprecedented scenarios such as camping or mountain climbing. Furthermore, unlike typical tofu, it uses a special paper container, which is environmentally friendly (reducing plastic usage by 60% compared to the company’s 300g filled tofu container).

URL: https://zutto.satonoyuki.co.jp/

Activities

① Increased awareness as “the first tofu in Japan that is distributed through mass retailers and can be stored at room temperature for 120 days”

Based on the story of “a new tofu created by bringing together the technological capabilities of the group company, Shikoku Kakoki,” we implemented media promotions to expand recognition of the tofu as “a tofu that has given new value to tofu, a traditional food.” In total, we achieved media exposure in over 600 media outlets.

② Information dissemination prior to launch to maximize exposure at the time of sale

In order to maximize the major news value of a “new product” and increase the initial speed of exposure, we disseminated information in stages from before the launch. In addition, we conducted media caravans, mainly in areas with many handling stores. At the time of launch, each exposure called for more exposure, creating a ripple effect.

③ Creating a scene as “tofu that can be carried at room temperature”

We conducted sampling for customers of ghost kitchens and restaurants (takeout/delivery) in Tokyo, and for customers of campsites in the Kanto suburbs. We created a scene where tofu can be carried at room temperature and enjoyed as a camping meal. Because it is a completely new product, we consistently implemented everything from fact-finding to information dissemination.