Kewpie's Justice For Veggies campaign encouraged people to eat more vegetables by showing how the right dressing can make them more enjoyable. Addressing the perception that vegetables are bland and often overlooked, the campaign positioned Kewpie as the perfect pairing for everyday salads.
Vegetables were personified as the heroes of the film, beginning as sad, overlooked characters before transforming into happy, confident ones after being paired with Kewpie. This playful narrative reinforced the idea that vegetables deserve a place on every table when served with the right dressing.
Teaser Posts
NHẠT NHÒA TRONG LÒNG NGƯỜI MUA!
Overlooked by shoppers!
AI SẼ GIẢI OAN CHO RAU?
Who will bring justice to vegetables?
RAU NHẠT NHẼO HƯƠNG VỊ!
Bland-tasting vegetables!
CÙNG KEWPIE CHỜ ĐÓN CUỘC GIẢI OAN LỚN NHẤT CHO RAU CỦ!
Join Kewpie in the biggest mission to bring justice to vegetables!
Key Visual and iTVC
Credits:
Ngoc Nguyen - Creative Director
Yuko Mitsuhashi - Senior Art Director
An Nguyen - Senior Designer
Ngoc Thuy - Senior Copywriter
Mai Huong - Senior Copywriter
