Like a recipe preserved from generation to generation or as the key to a long life. This is how Krissia presents her surimi in “Japan’s Best Kept Secret”, her new advertising campaign, designed by the Havas Creative agency. The Angulas Aguinaga brand proposes a trip to the Japanese country to remind consumers of the tradition on which its product is based.
As the brand explains, surimi emerged in Japan thousands of years ago as a method of preserving fresh fish, and is made by extracting its protein. Krissia says that decades ago she traveled there to learn first-hand the techniques and production process that have made surimi a gastronomic reference.
This experience and knowledge are reflected in the campaign to reinforce the brand’s positioning around the origin of the product, quality and tradition. From that perspective, but also with a humorous and fun tone, Krissia positions herself as a conservative of a legacy and an ancient recipe that has stood the test of time.
The campaign has two spots, and both have been filmed in Japanese and subtitled in Spanish, strengthening the connection with the Japanese country. The first of them is titled “Longevity” and shows two young people discovering the secret of the long life of an old Japanese man. Krissia and her surimi bars are the key to her good condition.
The second is called “Inheritance” and takes viewers to a traditional house in which a father shares with his son a secret recipe that is passed down only from generation to generation. In the piece it is discovered that this great legacy is none other than Krissia.
The campaign has production from BSWT.
“We want to highlight not only the origin of the product, but also everything behind it: tradition, technique, inspiration and flavor.“, commented Diego Villabona, Head of Communication at Angulas Aguinaga, through LinkedIn. “‘Krissia, the best kept flavor of Japan’ also represents a repositioning of the brand towards that Japanese universe that has been part of our DNA from the beginning, thanks to that R&D team that traveled to the origin 30 years ago and that was key to bringing to Spain a different way of understanding surimi: more careful, more authentic and more innovative”.
The campaign reconnects the brand with its Japanese origin with the intention that the consumer learns about surimi and moves away from prejudices that relate its preparation to leftover parts of the fish, instead of its loins and fillets. Krissia’s intention is for the audience to understand the product and its connection to Japanese tradition.
“Japan’s best kept flavor” will have activations on linear and connected television (Netflix, Movistar+ and Amazon Prime), digital media, outdoor advertising, content on social networks and presence at the point of sale following media planning designed by IPG Mediabrands. Apple Tree acts as a communications agency.
