ASIA-PACIFIC – JAPAN, MAY 15, 2013 – What if the soil was so safe, you could actually eat it? To showcase the quality of its product, Japanese gardening soil brand Protoleaf worked with TBWA\Hakuhodo in opening ‘The Soil Restaurant’ featuring full-course dirt fare by Michelin 3-star chef Toshio Tanabe.
Concerns about nuclear radiation from Fukushima had caused consumers to question soil safety – even in store-bought products. Protoleaf wanted to let their stakeholders, including consumers and trade, recognize the surprising quality and safety of the product.
Offering a $110 experience per person, The Soil Restaurant (a special addition to Ne Quittez Pas’ menu, the French seafood restaurant owned by Tanabe) was widely reported in Japan, and the news spread to over 20 countries globally, including features on CNN and the Discovery Channel.
With zero media investment, the project clearly demonstrated the goal to the world. Total free media exposure amounted to approximately US$8,900,000. As a result, consumers felt safe to buy soil again, and sales surged 130% versus the previous year.
CREDITS
Executive Creative Director: Kazoo Sato

Creative Director: Tomoki Harada
Copywriter: Tomoki Harada, Chino Yamaguchi
Art Director: Keisuke Shimizu, Nozomi Imaoka
PR: Takahiro Miura, Miho Majima (vector)

