① The sluggish market in the biscuit category.

② While there has been no remarkable marketing activity, the customers, mainly in their 40s to 60s, are aging.

We have focused on a biscuit package with "Harvest" (a character without a face) together with children's habits and creativity.

We have created a mechanism using a biscuit package that lets children freely demonstrate their personality and be acclaimed by their mothers.

What we have tried are:

1) To rejuvenate customers to mothers in their late 20s to early 40s and their children.

2) To have children love the brand and keep eating them for a long time.

3) To have children pass on the brand to their children.

We have launched an annual national campaign in Japan with the title '40th Anniversary.'

1)Kids add their art to Harvest packaging.

2)They take a photo and share to social media with hashtags. Kids could see their creations come alive through an Augmented Reality app.

3)1500 winners were selected.

・Recognition has been gained from both mothers in their late 20s to 40s and their children for further purchase.

・"Harvest" is now remembered by both "parents" and "children."

・Sales has increased 105% compared to the previous year.

・The number of SNS photo submissions are twice the amount of other brands' photo submissions in its campaigns.