世界一嫌われるレストラン - The World's Most Hated Restaurant|SEIYU(西友)
https://youtu.be/4kpsjpHpjYA
2020 / Brand Activation
アジアを代表する広告賞ADFESTでBronze、AD STARSでCrystalを受賞。大人だって野菜がニガテ。野菜嫌いに関する調査では、嫌いな野菜を克服しようとした人の約60%が克服に失敗している。ニガテな理由は、野菜特有の苦味、食感、匂いなど様々。特に大人の場合、長年にわたって苦手意識を持ち続けていることも多く、その克服は容易ではない。
「世界一嫌われるレストラン」。それは、筋金入りの野菜嫌いの大人たちだけが招待される、1日限りのレストラン。参加者がニガテとする野菜を使い、料理家と共同で克服メニューを開発。野菜嫌いの参加者から50%以上の支持を得ることを認定基準とした、社会実験型の食育プロジェクト。
開発したレシピは、動画やWEBサイト、全国330店舗のSEIYUの野菜売り場でレシピカードとして展開。さらにSNSを通じて、全国の野菜嫌いの人々にも実際に料理を試し、「あり」か「なし」かを判定してもらう参加型のコミュニケーションを展開した。
WEBサイトでは、開発した6品のレシピとともに、それぞれの支持率を89%、59%など具体的な数値で公開。さらに、認定基準の50%に届かなかったレシピも隠さず公開した。
都合のよい結果だけを広告として見せるのではなく、実証実験の結果をありのままに伝える。野菜嫌いというネガティブな課題を起点に、生活者の参加と透明性によってブランドへの信頼を生み出そうとした、逆転の発想によるブランドアクティベーションである。 [Social Sculptor] [Reverse Engineer] [Pragmatic Visionary]
Winner of Bronze at ADFEST and Crystal at AD STARS, two of Asia's leading advertising festivals. Adults hate vegetables, too. According to research on vegetable aversion in Japan, approximately 60% of those who had tried to overcome their dislike of certain vegetables had failed. The reasons vary, from bitterness and texture to distinctive smells. For adults who have disliked particular vegetables for many years, overcoming these aversions can be especially difficult.
"The World's Most Hated Restaurant" was a one-day-only restaurant that invited adults with a strong dislike of vegetables. Working with professional culinary experts, we developed recipes using the very vegetables the guests hated. The challenge was to create dishes that would earn approval from at least 50% of the participants—a real-world social experiment designed to help people overcome their vegetable aversions.
The recipes were introduced through videos, a dedicated website, and recipe cards distributed in the produce sections of 330 SEIYU supermarkets across Japan. Through social media, we also invited vegetable haters nationwide to try the dishes themselves and decide whether each recipe deserved a "yes" or "no."
On the website, all six recipes were published alongside their actual approval ratings, including scores such as 89% and 59%. Even recipes that failed to reach the 50% approval threshold were openly shared.
Rather than presenting only favorable results as advertising, the project revealed the outcomes of the experiment with transparency. By turning the negative reality of vegetable aversion into a participatory brand experience, SEIYU demonstrated an unconventional approach to building consumer trust through genuine problem-solving. [Social Sculptor] [Reverse Engineer] [Pragmatic Visionary]
Role: Creative Director / Planner
Award|受賞歴
Adfest PR - Use of Events & Stunts - Bronze
Adfest Branded Entertainment - Finalist
Ad Stars Outdoor - Foods - Crystal
Ad Stars Design - Foods - Finalist
Ad Stars Brand Experience & Activation - Finalist
Ad Stars Data Insights - Data Storytelling - Finalist
Spikes Asia PR - Use of Events & Stunts - Shortlist
New York Festivals Branded Content/Entertainment - Food - Shortlist
New York Festivals PR - Events & Stunts - Shortlist
Interview / Features
西友が開始、「大人の野菜嫌い克服」をテーマにしたキャンペーン (AdverTimes) 野菜嫌いの大人を招待する1日限りのレストランや、料理家と共同開発したレシピを通じて、野菜嫌いの克服を目指すSEIYUのキャンペーンを紹介。 https://www.advertimes.com/20200701/article318151/
Explore the SEIYU Brand Communication Projects (2019–2022)
【FEATURE】SEIYU — HAPPY TO HELP
Related SEIYU Projects
KIDS LOVE VEGETABLES — 80%のこどもが認めた野菜料理 (2019)