Morinaga Milk: Calci-Add with Parmesan

Kraft Parmesan, a cheese brand, increased sales in Japan by launching a video in a hospital lobby and in-store activations to show people the health benefits of the high calcium content in its parmesan.

Campaign Objectives & Challenges

Kraft Parmesan, despite being a leader in the powder cheese category in Japan with a widespread awareness and a 30% share thanks to a steady reputation as the partner to spaghetti served at an old-school coffee hou.

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