Focusing our attention on the fact that a majority of housewives in Japan stop by at the park with their children before heading off for grocery shopping, we have decided to implement our message at touch points and moments where housewives tend to contemplate what to prepare for dinner. We have hidden flounder (flatfish)-shaped leaflets in playgroundsandbox and plastered fish-shaped leaflets onto surrounding wired walls to imply that Yamazaki Fish Market is always proud of their variety of fresh catch. On top of this, we have also displayed posters around nearby train stations.

This campaign was successful in creating Buzz and inducing WOM communication among housewives in the area. As a result, the campaign received numerous inquiries, thus contributed to Yamazaki Fish Market’s sales increase.