To save the Japanese mothers from slaving over cooking, we decided to focus on making them notice the advantages of abandoning the gender stereotypes and cutting a few corners by having retorts.

According to our survey conducted based on 1,000 Japanese working mothers, we found that more than 60% of them want to spare more time to communicate with their children.

Therefore, we launched “Smile Table Day“ campaign and set three “Dinner Table Rules” in order to encourage mothers to communicate more with their children instead of the housekeeping overdose.

In the campaign, we conducted a test by household to compare how much the number of smiles, conversations, and length of time mother was actually at the table can be varied with/without introducing the “Dinner Table Rules.”

We successfully proved that cutting a few corners by retort foods and focusing on communication can bring more smiles to the dinner tables.

As a teaser, we distributed a press release regarding the survey result referring to the fact that 60% of Japanese working mothers wanted to spare much more time to communicate with their children.

As a care part, we released a movie on YouTube and showed some brief results we had got from the tests in “Smile Table Day” campaign.

At the same time, we held a launch event and conducted a panel discussion by inviting Moe Fukuda, the Japanese celebrity, Shizuka Takatori, a specialist of child-parent’s communication, and mothers who participated in the tests.

In addition, we conducted dissemination activities: four off-line events at kindergartens and halls and five branded editorial contents on media where we can gain attention from mothers such as Huffington Post, Nikkei Dual, Women’s Wellness Online, etc.

Tier 1: Outcomes/awareness

As a result of tests, number of smiles at the dinner table up to 130%, conversations up to 120% and time length moms stay at the table with their children up to 170%.

Rate of comfortable to use retort food up to 117% after watched the movie.

We received many responses indicating sentiments such as, “I also want to cut a few corners now and then and make more time for communicating with my kids,” showing links to changes in attitude.

Tier 2: Knowledge/consideration

The project reached over 4,000,000 people

AVE JPY 285 million

Movie viewed over 470,000 times

Tier 3: Outputs/business results

Sales of Bon Curry grew up to 120%