The target consumers only use Parmesan Cheese for pasta.

The objective was to give these consumers a new brand image of Parmesan Cheese and have them consider it a brand that they would like to adopt into their daily meals.

This is why the campaign was focused on the green and yellow package design, a brand equity that has been established over many years.

"300 PARMESAN Collection"

1. Parmesan Cheese appeared  in major Japanese cities, as an iconic 5-meter-tall vending machine.

2. Participants could push any of the 300 buttons placed on the vending machine.

3. Not regular cheese, but 300 special lunchboxes in the Parmesan Cheese design.

4. Parmesan Cheese, thought only to go with pasta, and meals that make an unexpected great match.

5. Parmesan Cheese is in the upper lid so you can just sprinkle and enjoy. A photogenic eating experience, looking as if you were eating Parmesan Cheese, straight from the package.

"SAMPLING Beyond Sampling".

Food samples, not what you regularly queue for, became an item you just had to have. Long lines formed at all of the venues, and the 300 lunch boxes were distributed in only (less than) an hour.

The stylish deliciousness of Parmesan Cheese was spread throughout Japan by consumers.

1. Parmesan Cheese appeared  in major Japanese cities, as an iconic 5-meter-tall vending machine.

2. Participants could push any of the 300 buttons placed on the vending machine.

3. Not regular cheese, but 300 special lunchboxes in the Parmesan Cheese design.

4. Parmesan Cheese, thought only to go with pasta, and meals that make an unexpected great match. Rice balls, Udon noodles, Oden, Takoyaki and Tomato stew, just to name a few.

5. Parmesan Cheese is in the upper lid so you can just sprinkle and enjoy. A photogenic eating experience, looking as if you were eating Parmesan Cheese, straight from the package.