Kintaro Sushi

We were engaged to develop a memorable advertising campaign that communicated sushi’s relative health benefits within the fast food space.

Advertising Campaign

Print

Social Media

Kintaro Sushi is a new arrival to Adelaide’s already competitive sushi train restaurant format. It has quickly grown in popularity —and size— by differentiating itself from major competitors with its decidedly modern, youthful presentation.

We were engaged to develop a memorable advertising campaign that communicated sushi’s relative health benefits within the fast food space.

As evidenced by its rapidly changing landscape, the fast food industry is currently adapting to a market of consumers who are increasingly health-conscious, but more time-constrained than ever.

Addressing the common perception that quickly prepared food is inherently unhealthy, the campaign aims to dismantle this unnecessary contradiction — neatly summarised in the alliterative and suitably punctuated tagline: “Fresh Food, Fast”.

This same feeling of dissonance is represented visually with the memorable image of a “hamburger” comprised entirely of sushi ingredients, and professionally photographed in-house by Simple.

Coupling this imagery with a strikingly on-brand design style and surreal red hands (reenforcing the hand-made quality of the food), the resulting marketing touchpoints are highly effective in drawing the audience’s focus, and in creating a memorable, lasting impression.

In addition to its design, the implementation of the campaign was carefully strategised, targeting the audience where and when they most open to suggestion: in an around Adelaide’s food courts.

In addition to this print campaign, the “Fresh Food, Fast” messaging was introduced into Kintaro's ongoing radio advertisements, and their social media strategy was readdressed to greater emphasise the health benefits of their food.

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