Overview

The first adopted project of Kewpie’s in-house open call system for new business plans, “Try! Kewpie (now Kewpie Startup Program*),” which started in 2012 , “Fukaya Terrace Yasai na Nakamatachi Farm,” opened on May 29, 2022, after 10 years.

The “Fukaya Terrace Yasai na Nakamatachi Farm,” which opened as part of the Hanazono IC base development project, offers a restaurant where you can enjoy menus featuring vegetables from Fukaya City, a marche where you can purchase rare vegetables that you don’t often see in regular supermarkets, vegetable harvesting experiences in the farm surrounding the facility, and vegetable classes where you can learn about vegetables.

Although there were challenges such as the venue being more than an hour away from the city center, more than 100 media representatives attended the preview for the media before the opening.

URL:https://www.kewpie.co.jp/farm/

Activities

① Activities before opening

・Approach from multiple perspectives

We approached from a wide range of perspectives, including open-air outing spots, food education/local production for local consumption, local, and business (the first project of the new business in-house open call, launched after 10 years).

・Proposed creating visuals for the opening ceremony

In order to materialize the client’s desire to “pull out vegetables” instead of ribbon cutting, we proposed selecting a location and growing vegetables in “hemp bags” in advance to create visuals.

・Prepared a shuttle bus to secure media access

Prepared a shuttle bus to compensate for the 1 hour and 30 minute distance from the city center

・Created handout materials for the day

We created explanatory materials on the facility概要 for the media with the client in order to obtain high-quality exposure. It was well received by the media who attended.

② Activities on the day of the preview

・More than 100 media representatives attended

More than 100 media representatives, including all TV stations and newspapers, attended the preview. On the day of the preview, broadcasts were aired on NHK/Live News α/WBS and other local stations.

・Post-event approach by providing video materials

By arranging official facility footage including drone photography and using it for promotion, we were able to continue media outreach even before the facility opened.

③ Acquisition of high-quality exposure

More than 100 media representatives, including all TV stations and newspapers, attended the preview. On the day of the event, it was broadcast on NHK/Live News α/WBS and other local stations, and in the week before the opening, it was featured on three programs: Hiruobi Relay/news every./‎Live News It! Relay.