Kagome is Japan’s leading producer of fresh tomatoes and manufacturer of tomato-related products. After many years of research, Kagome discovered that tomatoes help people recover from their fatigue when doing sports. By spreading awareness of tomatoes as a sports food like bananas, Kagome hoped to improve the value of tomatoes.

We discovered the reason that tomatoes are not well recognized as a sports food: Tomatoes lack mobility; they are not easy to carry and to eat. Hence, people have not often seen sports players eating tomatoes during sports. To solve these problems, we identified the Tokyo Marathon, which is sponsored by Kagome, as an excellent opportunity for a PR campaign.

Accordingly, we created the world’s first wearable robot that feeds tomatoes to a player during sports. We revealed this robot and a promotional movie at the reception. In addition, in the race, a Kagome employee ran wearing this robot and eye-catching scenes of eating tomatoes were presented to media as news.

As a result, media impressions are 100 million in 62 countries. 20 features were shown on domestic national TV news. Moreover, this news was reported by the Guardian in the UK, Le Monde in France, NBC in the US and in other leading media internationally. A market survey showed that acceptance of tomatoes as a sports food had increased 93%. Sales of Kagome's fresh tomatoes increased by 50% when compared to last week.

First of all, we posted a teaser trailer which introduces the scenes of developing the robot on YouTube. Next, we unveiled this robot and a concept video to the world during the reception for the Tokyo Marathon, which is sponsored by Kagome. A Kagome's employee wearing this robot in the Tokyo Marathon (pre-marathon fun run) created eye-catching scenes of runner eating tomatoes. In this series of measures, we disseminated the message through media articles and visual reports that tomatoes play an effective role in sports.

Output:100 million media impressions. 20 domestic TV national news stories. The campaign was introduced during a live TV broadcast of the marathon. About 1000 online articles in 62 countries around the world. It was reported by The Guardian and Independent in UK, The Wall Street Journal and NBC in the US, Le Monde in French, and other major news media in various countries. Almost all the articles introduced that nutrition in tomatoes reduces fatigue during sports. Worldwide advertising value equivalency is 17million USD. Attitude:Views of online related videos totaled 1.5 Million. The number of shares of related online articles on social media sites was 300,000. Among the audience aware of the campaign, 93% accepted that tomatoes have positive effects on sports performance and 83% indicated their intention to eat tomatoes while doing sports.Business impact: Sales of Kagome's fresh tomatoes after the campaign increased by 50% when compared to last week.