Overview

A PR event was held on February 9th (Meat Day) to promote Marukome’s soy meat “Soy Meat” on TV. With the aim of having as many people as possible try the soy meat of the top 3 domestic manufacturers on Meat Day, we introduced cooking recipes, held talk sessions, and planned restaurant collaborations, achieving exposure on 2 TV programs including WBS.
URL:https://www.marukome.co.jp/daizu_l

Activities

① PR strategy for acquiring TV exposure

・We were consulted about TV exposure for an event where the top 3 soy meat brands would be speaking at the end of the year.
・We considered ideas necessary for TV exposure.
・The PR hook was decided to be “Soy Meat Also Declares Debut on Meat Day” with the image of an idol debut press conference. We prepared for photo sessions and other visual elements.
・We listened to requests from TV stations for joint future efforts by each company, and we urgently coordinated a restaurant collaboration one week before the event, which led to TV exposure.

② Specific activities

・We conducted hearings with TV program staff to identify necessary elements for TV exposure. The media representative conducted hearings to identify any missing points, and the sales representative worked with clients and partner companies to make adjustments quickly and carefully.
・The event venue was held as a hybrid event in consideration of the COVID-19 pandemic. We prepared trial bento boxes and displays for venue participants, and we provided online media participants with trial preparation and accepted questions, paying close attention to detail.
・On the day of the event, we carefully responded to requests for coverage from major newspapers as well as TV stations. We made adjustments for store coverage early to ensure smooth coordination.

③ Acquired TV exposure on “Meat Day”

Acquired 2 minutes and 2 seconds of exposure on TV Tokyo’s “WBS” and 46 seconds on Fuji TV’s “Live News It!”. Also featured in many other media outlets.