Sushi Meets South Street
HOW WE (SUSHI) ROLLED INTO THIS PROJECT
SUMMARY
Genji, a sustainable sushi company located in Philadelphia, now sells packaged sushi snack packs and platters in grocery stores nationwide. However, when the retailer initially approached Full Plate Media, its executives were looking for ways to break into the American market. The initial invitation called for an “eating meeting” in which we met with company executives and tasted Genji’s entire product line.
How could we resist?
After tasting the fresh, high-quality sushi, we knew what we had to do–introduce this awesome retailer to the American masses and we started with Philadelphia. We started with Whole Foods to be exact. A strong marketing campaign, signage, and a dedicated sushi bar in Whole Foods not only introduced Genji to the neighborhood but catapulted the company to the top of its segment market.
DELIVERABLES
The main goal of this project was to introduce Genji and its unique line of packaged sushi and platters to the US market. Certainly, sushi is well-known in this country but the retailer found it challenging to penetrate a well-saturated market. Language barriers among the in-house writing staff and culinary industry contacts made introducing its product difficult.
Full Plate Media was engaged to establish a copywriting campaign which, ultimately, ended up being used in Genji’s website and in-store Whole Foods display. Sales of its pre-packaged sushi on-the-go snack packs and platters rose as Philadelphians responded well to the company’s product line. As a result, the company was given a dedicated, in-store sushi bar as sales further increased.
Full Plate Media revamped the brand’s voice and made its e-content relatable to the targeted demographic.
RESULTS
The project was challenging but successful; metrics showed increased website traffic and sales. The culinary-centric copywriting, written in a voice that connected with the targeted demographic, was indispensable in the retailer’s introduction to the US market.
