LOW SALT CLUB: REDUCING JAPANESE YOUTH'S SALT INTAKE

Client: Ajinomoto

Ajinomoto Co., Inc. launched the LOW SALT CLUB campaign to address Japan’s excessive salt consumption—an average of 10 g/day, double the WHO’s recommendation. Leveraging the umami-enhancing properties of AJI-NO-MOTO®, the campaign aimed to educate Gen Z about "delicious salt reduction" while reshaping the brand’s health-conscious image.

Inspired by Japan’s school club culture (BUKATSU), Ajinomoto Co., Inc. created a collaborative influencer program, uniting culinary influencers to develop over 300 low-salt recipes and engage youth through tasting events, educational workshops, and dynamic social media content. External experts delivered sessions on food science and psychology, empowering influencers with insights to drive authentic conversations. Activations targeted youth culture hubs like Shibuya, with educational seminars, collaborative menu development, and social media engagements reaching over 26.8 million video views. The campaign also aligned with government health initiatives, solidifying its credibility and impact. The results were transformative. Media coverage spanned major outlets like Yahoo News and HuffPost. Gen Z food professionals' recommendation of AJI-NO-MOTO® increased by 18%, while Gen Z consumers’ willingness to recommend the brand rose by 3%. Feedback highlighted the campaign’s success in changing perceptions of salt reduction, with participants expressing enthusiasm for incorporating low-salt dishes into their lives. The LOW SALT CLUB redefined Ajinomoto’s positioning, establishing it as a brand that prioritizes health and well-being, fostering loyalty and longevity among a new generation of customers.