Since the promotion was for a store that handles products made of natural materials, it had to be environmentally friendly. We also had to consider the fact that we had virtually no media budget for this promotion. We addressed these two issues by deciding to make all promotional items with materials that would eventually return to the soil. Thus we realized an ultimate promotion that produced no waste and was implemented with a media budget of almost zero yen.

People were surprised and delighted to see the leaves and acorns carrying our message. Many of them collected them to use as bookmarks. Thus we were able to draw greater interest from the nature-oriented target than we expected. The BONMAISON store in Ushiku was the only store that recorded more than a 1.5 times sales increase over the same month in the previous year among the twelve BONMAISON stores.