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Ajinomoto Co., Inc.
America's Complicated Relationship with MSG

RAN IN: United States

CLIENT
The Ajinomoto Group

AGENCY
Edelman *Lead Agency

Gennifer Horowitz, Senior Vice President
Heidi Gengler, RD, Senior Vice President
Stephanie Walker, Vice President
Amy Naoko Morita, Director
Jimmie Stone, Chief Creative Officer
Jesse Suchmann, Executive Creative Director
Conor Hogan, Creative Director
Eden Lewis, Associate Creative Director
Jeremy Busch, Senior Vice President, Group Strategy Director
Ari Pomerantz, Executive Producer
Jaclyn​ Sisbarro, Vice President
Lauren Corsaro, Senior Account Supervisor
Mikaela D’Angelo, Account Manager
DanielleBallantyne, RD, Account Supervisor
Jessica Weaver, Account Supervisor
Nicole Stuttman, Senior Account Executive
Madison Lehman, Account Executive
Bailey Eells, Project Manager
Takaki Takeda, Account Supervisor
Yu Matsuzaki, Account Supervisor
Deanna Kugler, Vice President, Earned
Charly Rok, Vice President, Earned
Jon Salas, Account Supervisor, Earned
Gina​LoPinto, Producer
Elisa Vitalo, Senior Vice President, DxI
Rhian Ryan, Executive Vice President, Performance Marketing
Marcos Moitinho, Senior Supervisor, Paid Media
Adriana Gosler, Senior Vice President, DxI
Irina Anthony, Account Supervisor, DxI
Gabriela Padilla, Account Supervisor, DxI
Sarah Kashtan, Accociate Research Coordinator, DxI
Livia Dayan, Vice President
Sydney Fleisher, Junior Community Manager
Julia Lee, Vice President, Crisis & Reputation Risk
Alison Mehlsak, Senior Vice President, Purpose
Jasen Wong, Senior Copywriter
Madelyn Fetzko, Jr Art Director
Grace Cha, Jr Copywriter
Esther Lee, Jr Art Director
Danielle Kellner, Senior Strategist


Chimney Group


SUMMARY

For 50+ years, Americans have feared MSG, and yet FDA and World Health Organization deem it completely safe. The underlying source of America’s MSG hysteria? Racism. So when Ajinomoto, the world’s leading MSG producer, needed to shift misperceptions in the US, it would take more than education. To set the record straight, Ajinomoto attacked the xenophobia that inspired a nationwide stigma, and subverted the symbols at the center of America’s MSG hysteria. So far, 12.5MM people have been swayed, with Ajinomoto’s US sales having risen by 163%.


Language: English