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Tokyo

Beacon/Leo Burnett Tokyo Looks to Feed Busy Working Professionals

“Delicious Supplement” for Tokyo Railway Co. combines the nutrients and strategy of a supplement with the deliciousness of real food

It’s a bad habit that has no geographic borders: eating unhealthy food when on the go simply because it’s convenient. In Japan, many busy professionals who opt for convenience often use nutritional supplements to make up for the vitamins and minerals their food lacks. But supplements cannot replace real food for long-term health.

Recognizing these poor eating habits, Beacon/Leo Burnett Tokyo has developed a creative meal service for Tokyo Railway Co. aimed at providing busy working professions a simple healthy-eating option. Located in a train station food court near Tokyo, the new food service, called Delicious Supplement, combines the nutrition and deliciousness of real food with the simplicity of taking a supplement.

Delicious Supplement is a personalized lunch capsule. After customers complete a nutritional analysis, the system identifies which of four nutrient types need a boost. Customers then simply choose correlating food boxes based on the designated category suggested. The containers, designed by Beacon/Leo Burnett Tokyo, have simple, user-friendly category labels and are capsule-shaped to look like supplements. Their bright colors match correlating stickers on the available food containers, making the food choice process simple and straightforward. Customers are able to enjoy from more than 2.2 million combinations in all.

Delicious Supplement has received press from both national broadcast and digital media including WBS, one of Japan’s most prominent business television programs. The coverage generated more than 90 million impressions in less than one week. The food court has also seen a 122.5% year-to-year sales increase. With this overwhelming reception from both the press and consumers alike, the service is now expanding nationally.

Beacon/Leo Burnett Tokyo’s creative design for the service was recently shortlisted at the 2016 Spikes Asia Awards.

View the full case study.