Kewpie Stand x CCCMK HOLDINGS: Approaching "next-generation food needs" through data analysis of purchasing triggers at real customer contact points
CCCMK HOLDINGS teams with Kewpie and SHIBUYA109 Entertainment to use real-event consumer data for next-gen marketing strategies, blending brand experience with insights. (2025.03.21)
A hypothesis to explore the latent needs of Generation Z: "Triggers to increase brand favorability"
I think many companies are holding or considering holding physical events such as pop-ups in order to have direct contact with consumers. However, it is felt that there is a limit to the business impact if sales or the number of views on social media are used as KPIs. Additionally, it is necessary to make the most of the strengths of real events and use them to develop the next project.
This time, we carried out a project in collaboration with Kewpie Corporation and SHIBUYA109 Entertainment Co., Ltd., based on the hypothesis that "the latent needs of Generation Z, which are difficult to meet at everyday points of contact such as supermarkets and convenience stores, can be met precisely at real events."By utilizing CCC MK HOLDINGS' research capabilities, we were able to identify the "triggers that increase brand favorability" that are common to not only Generation Z but also other generations.
This initiative is positioned as an exploration of the next needs, rather than leaving the real event as it is. This article is an example of a challenge undertaken by three companies with similar aspirations. We hope this will be useful for those who are aiming to understand not only the triggers of Generation Z, but also triggers that will be accepted by a wider range of demographics, and to understand their potential needs.
A project that utilizes the sensibilities of Generation Z and creates points of contact with them
Kewpie Corporation has opened a pop-up store called "kewpie stand" in collaboration with "IMADA KITCHEN" on the second basement floor of the Shibuya 109 store and Kewpie's most popular dressing (*), "Deep-fried Sesame Dressing" (September 2023).
* Kewpie compiles data (amount) from Intage SCI Inc. (nationwide consumer panel survey)
"Kewpie Stand" and "Kewpie Man" were born from Kewpie's first co-creation project with Generation Z. From the planning workshops onwards, they incorporated new ideas and a variety of proposals unique to Generation Z.
Based on the hypothesis that "these ideas and proposals may contain a latent need for dark roasted sesame dressing," CCC MK HOLDINGS conducted a survey and data analysis to understand the triggers that increase the liking for dark roasted sesame dressing, which are common to a wide range of generations, including Gen Z.
We spoke with Kato Yukie and Wakamatsu Miyuki from the Advertising Department of To Ad Kewpie Co., Ltd., and Watanuki Mai from SHIBUYA109 Entertainment Co., Ltd., which is running the food brand development project "Imada Kitchen," which aims to develop "food from Shibuya," about the background to this initiative and the results of the survey.
The Kewpie brand is widely known across a wide range of generations, but the company was looking for ways to communicate with Generation Z, who have little contact with condiments in the first place. As a measure to achieve this, Kato and Wakamatsu explained the background behind opening a pop-up store at Imada Kitchen on the second basement floor of SHIBUYA109 Shibuya as follows:
Kato: "Thanks to you, the Kewpie brand has an awareness rate of about 90%, but we felt that we wanted to increase contact with Generation Z, who have a particularly low awareness rate, and to start communicating with consumers while they are still young.
We heard that SHIBUYA109 has stores and collaboration projects that are popular with Gen Z, as well as initiatives to build communication with Gen Z, and as they are both in Shibuya, we decided to contact them.
The main product we ordered was "Deep-fried Sesame Dressing."Deep-fried sesame dressing is Kewpie's flagship product, and can be used not only on salads but also as a sauce for hot pots and meats.It is also versatile and goes well with other seasonings. I wanted to emphasize this point, and it was also my mission. "
Wakamatsu: "The main users of dressings are middle-aged and older people, and even if people of Generation Z use Kewpie dressing at home, they don't buy it themselves, so they may not be aware of the brand. Therefore, we wanted to once again increase our direct contact with Generation Z. The deciding factor was that 109 not only has knowledge about Generation Z, but can also handle the entire marketing process, including expanding into the physical Imada Kitchen store. "
This was Kewpie's first attempt at a co-creation project with Generation Z and a pop-up shop centered around "dressing" rather than "mayonnaise."He spoke about the things he valued and the things that made the biggest impression on him during the process of coming up with this unprecedented project with Generation Z:
Kato: "The most important thing was to create content that would capture the sensibilities of Generation Z. In previous events, our employees have taken the lead in creating the event by communicating what they wanted to do to the restaurants, but this time we only told them two things: 1) we wanted to feature our "Dark Roasted Sesame Dressing" and 2) we wanted to highlight the versatility of our "Dark Roasted Sesame Dressing," and we asked them to use their imagination to come up with a takeout menu. As we progressed with the project, we felt the unique perspectives and high sensitivity to trends of Generation Z. All members had strong ways of thinking and sensibilities, and ideas were refined through lively exchanges of opinions. I was happy to see that they were having fun while working on it. What was impressive was that while they were conscious of trends, they also considered what makes Kewpie unique and what Kewpie should do. "
Wakamatsu: "I also felt that it was refreshing that they were not bound by the traditional image of 'Kewpie', but instead came up with new and creative ideas from Generation Z. They place great importance on the worldview of social media, and even something as simple as the branding on Kewpie Man buns was carefully considered, with the size and positioning taken into account to ensure it would photograph beautifully. "
Watanuki: "What impressed me was that there were many ideas that were different from what we had anticipated, from the planning concept and key visuals to menu development. For example, for the sweets menu, an unusual idea such as "Purple sweet potato cream and vanilla ice cream" was proposed, with the aim of looking cute and photogenic, while for food, an idea such as "Shrimp and avocado" was proposed, which is a "surefire" combination that is more about taste than photogenic or visual impact. When we think of Generation Z, we tend to imagine them as eccentric and fond of new things, but they also have a down-to-earth side. We also paid close attention to the creative process right to the very end. This was only possible thanks to the input of members who actually love SHIBUYA109 and visit it frequently. It was difficult to translate ideas into practical forms and actual store operations, but the guiding principle of "valuing the opinions of Generation Z" remained consistent. "
Kewpiestand revolutionizes the image of dressing, a new proposal that has generated a greater response than expected
The novelty item, the "bangs clip," was also an idea from Generation Z and was so popular that on some days they sold out by mid-morning (a limited number was distributed each day).
Wakamatsu: "Satisfaction with customers was high, and we received many comments saying that the 'image of Kewpie' has improved greatly/become better,' so we feel that our new initiatives have led to an improvement in brand value. The versatility of deep-fried sesame dressing was also conveyed, resulting in very good results. "
Kato: "Imada Kitchen mainly serves sweets and takeaways, so we were a little worried because it doesn't have the image of being a place to have a proper meal, but it turned out to be a good success in attracting customers. "
Watanuki: "There aren't many salty foods suitable for meals on the floor itself, so I think it was actually a good thing in terms of attracting customers. The giant Kewpie doll figure installed in the store attracted attention, and many customers naturally began taking photos.
We received a lot of praise for the product, with many people saying it was delicious, and we also received a lot of positive feedback, particularly from people who were surprised at how well it paired with sweet dishes. Even people who normally don't like vegetables and don't buy dressings have said they would like to try using it to change the flavor of fried chicken. I think we have been able to present new possibilities to the image of "deep-fried sesame dressing = salad.""
CCC MK HOLDINGS' data analysis reveals the potential for sesame dressing to grow
A survey conducted by CCCMK revealed that "there are needs that are common to both Generation Z and other generations" and "publicizing the versatility of deep-fried sesame dressing" achieved positive results. They are considering their next steps, making use of other information and project results.
Oyama: The biggest discovery from this survey and data analysis was that there really wasn't much difference between generations. In other words, this means that initiatives like Kewpie Stand are also potentially sought after by people of other generations. We analyzed and reported on what those elements are. "
Watanuki: "At Imada Kitchen, we have never conducted such extensive quantitative research after implementing a project. Although this result takes into account the brand power of Kewpie, we believe it is extremely good to see in the numbers that a project originating from Gen Z is spreading to other generations. I often hear people say, "Generation Z is not our main target," but as the person in charge, I was pleased to be able to prove that it is possible to spread and expand starting from Generation Z. "
Kato: "I believe there is a sense of fun and excitement that can only be conveyed through real-life experiences. We were able to help people learn about the deliciousness and appeal of our products, and we were able to reach a wider range of people.It would be exciting if we could use the popular menu and creativity to develop our products in the future. "
Wakamatsu: "The survey results showed that supermarkets, convenience stores, and food trucks were listed as places where people wanted to eat Kewpie Manju, so we hope to create another opportunity for everyone to try it. "
Oyama: "The analysis results suggest that the Kewpie brand and its worldview could be a trigger for people to become fans of not only mayonnaise but also the deep-fried sesame dressing. "
Watanuki: "The survey results showed that even measures aimed at Gen Z are supported by a wide range of generations and genders, so we hope to provide more people with the opportunity to enjoy Kewpie Man. I would be happy if we could expand beyond SHIBUYA109 Shibuya and beyond Shibuya. "
Kato: "Generation Z's perception of 'shared food' is that it makes you want to enjoy eating with friends, compare different foods, and share information. We believe that the keywords fun and excitement are things we were able to grasp precisely because we were working on a co-creation project with Generation Z. "
Wakamatsu: "The event itself focused on communicating with Generation Z, but while I thought the sensibilities and feelings were unique to Generation Z, I was surprised to discover that they can also be widely applied to other generations. "
Valuable insights gained through real-life events and the importance of next-generation needs
I felt that the "elements" that could be grasped at the real event were unique points that could not be considered by marketers or researchers alone. Through the real-life event, we were able to discover insights that would not have been possible through a needs survey of new customers or new products.
CCC MK HOLDINGS also holds physical events at TSUTAYA BOOKS, and when they conducted similar surveys, they were able to identify purchasing triggers that were different from the promotional points that marketers had in mind. At this event, too, the elements that constitute purchasing and positive impression triggers specific to young people were different from functional values such as health and wellness. In recent years, there has been growing awareness of the challenges of capturing the needs of the next generation, such as food, with Generation Z. I believe that it would be effective to grasp real insights by utilizing real contact points where the target is active.
*Please note that this article is based on information as of 2023 and does not reflect any changes or updates made since then.
*This article is based on the CCC MK HOLDINGS business website.
For details, please see the URL below.
CCC MK HOLDINGS Business Site:https://www.cccbiz.jp/cases/kewpie/