Educating Consumers and Potential Partners


TOCS was approached by a non-Japanese maker of food ingredients that wanted to launch a new product at a time when the local market had been shaken by a succession of food-related scandals. Traditionally high standards for product quality and safety, a strong food culture, manufacturers’ fierce commitment to existing suppliers and concerns over self-sufficiency mean that even in the best of times breaking into the Japanese market can be difficult. We had our work cut out for us crafting and then delivering a value proposition that resonated with target audiences.


Our solution was to conduct an integrated B2B2C public relations/marketing campaign that placed significant emphasis on getting the client in front of its target audiences – in print, on line and in the flesh.

Japanese audiences have a thirst for detail, so before we kicked off our media relations activities, we made sure that plenty of localized content was available online. We set up a website that people could use to learn more about the company and the product and to find answers for many of their questions.

The next step was a two-tiered media relations program that began with paid placements and then expanded into earned features.

The third and final element was to bring client executives face to face with their Japanese counterparts through a series of trade fair appearances and speaking opportunities.


The client has established itself as a leading player in the market for this food ingredient. Sales of end products using the client’s ingredient have continued to grow as well, reflecting greater awareness among and recognition from business and consumers.

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