Too Good To Go Co., Ltd.
PR for the launch in Japan of Too Good To Go, a Nordic food waste reduction app
- 活動期間：
- From January 2026
For the first launch in Asia and Japan of a Nordic food waste reduction app, we carried out ongoing PR activities.
Under the tagline “A delicious choice.” we developed an overall PR and publicity strategy and conducted PR to increase registered users and participating partners in Japan.
背景
● Preparing for the Japan launch with both proactive and defensive measures
To establish food waste reduction as a natural choice through Too Good To Go, we developed an overall communications plan.
For the launch, we first implemented media communications that took into account recent social conditions such as rising prices, in order to build anticipation that “a ‘delicious’ food waste reduction app from the Nordics has arrived.” By securing multiple placements in priority media outlets, we generated numerous posts on Yahoo! JAPAN’s top page and on social media.
In addition, to avoid negative coverage, we prepared an interview FAQ and proceeded with media interviews accordingly.
施策
アイデア
● Approach to increasing participating stores
To ensure a balance between supply and demand, we planned and executed initiatives to increase participating partners, including securing coverage in business media and, led by SUNNY SIDE UP, sending flyers to stores.
In business media, we secured coverage in Nikkei MJ, Nikkei TRENDY, MarkeZine, and others.
成果
● Surpassed 500,000 registered users
In the three months following the launch, we secured more than 300 media placements—including 10 TV segments and Yahoo! JAPAN’s top page—and generated over 800 pieces of UGC on social media.
As a result, the app ranked No. 1 on the App Store and surpassed 250,000 registered users within one week of the launch, achieving by far the highest figures among the 21 countries where it operates.
