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#RedefineCRS

#RedefineCRS

#RedefineCRS

#RedefineCRS

#RedefineCRS

How one video reversed decades of xenophobic hysteria about MSG.

How one video reversed decades of xenophobic hysteria about MSG.

How one video reversed decades of xenophobic hysteria about MSG.

How one video reversed decades of xenophobic hysteria about MSG.

How one video reversed decades of xenophobic hysteria about MSG.

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CHALLENGE

CHALLENGE

CHALLENGE

CHALLENGE

CHALLENGE

MSG (Monosodium Glutamate) is one of the world’s most popular seasonings. But in the United States, it’s long been considered a toxin, associated with xenophobic stereotypes about “dirty” Chinese food. After years of trying to break through in the U.S., Ajinomoto, the world’s largest MSG producer, decided to tackle this deep-rooted racist misperception once and for all.  

MSG (Monosodium Glutamate) is one of the world’s most popular seasonings. But in the United States, it’s long been considered a toxin, associated with xenophobic stereotypes about “dirty” Chinese food. After years of trying to break through in the U.S., Ajinomoto, the world’s largest MSG producer, decided to tackle this deep-rooted racist misperception once and for all.  

MSG (Monosodium Glutamate) is one of the world’s most popular seasonings. But in the United States, it’s long been considered a toxin, associated with xenophobic stereotypes about “dirty” Chinese food. After years of trying to break through in the U.S., Ajinomoto, the world’s largest MSG producer, decided to tackle this deep-rooted racist misperception once and for all. 

MSG (Monosodium Glutamate) is one of the world’s most popular seasonings. But in the United States, it’s long been considered a toxin, associated with xenophobic stereotypes about “dirty” Chinese food. After years of trying to break through in the U.S., Ajinomoto, the world’s largest MSG producer, decided to tackle this deep-rooted racist misperception once and for all. 

MSG (Monosodium Glutamate) is one of the world’s most popular seasonings. But in the United States, it’s long been considered a toxin, associated with xenophobic stereotypes about “dirty” Chinese food. After years of trying to break through in the U.S., Ajinomoto, the world’s largest MSG producer, decided to tackle this deep-rooted racist misperception once and for all. 

INSIGHT

INSIGHT

INSIGHT

INSIGHT

INSIGHT

We traced the origin of this myth back to a single term: Chinese Restaurant Syndrome (CRS). Despite zero evidence, the term morphed from a xenophobic fringe theory into household wisdom, and was ultimately legitimized by America’s most influential dictionary, Merriam-Webster. So, we had an idea: if we could get Merriam-Webster to acknowledge the science, and revise their official definition, maybe it would begin to unravel 5 decades of xenophobic food hysteria.

We traced the origin of this myth back to a single term: Chinese Restaurant Syndrome (CRS). Despite zero evidence, the term morphed from a xenophobic fringe theory into household wisdom, and was ultimately legitimized by America’s most influential dictionary, Merriam-Webster. So, we had an idea: if we could get Merriam-Webster to acknowledge the science, and revise their official definition, maybe it would begin to unravel 5 decades of xenophobic food hysteria.

We traced the origin of this myth back to a single term: Chinese Restaurant Syndrome (CRS). Despite zero evidence, the term morphed from a xenophobic fringe theory into household wisdom, and was ultimately legitimized by America’s most influential dictionary, Merriam-Webster. So, we had an idea: if we could get Merriam-Webster to acknowledge the science, and revise their official definition, maybe it would begin to unravel 5 decades of xenophobic food hysteria.

We traced the origin of this myth back to a single term: Chinese Restaurant Syndrome (CRS). Despite zero evidence, the term morphed from a xenophobic fringe theory into household wisdom, and was ultimately legitimized by America’s most influential dictionary, Merriam-Webster. So, we had an idea: if we could get Merriam-Webster to acknowledge the science, and revise their official definition, maybe it would begin to unravel 5 decades of xenophobic food hysteria.

We traced the origin of this myth back to a single term: Chinese Restaurant Syndrome (CRS). Despite zero evidence, the term morphed from a xenophobic fringe theory into household wisdom, and was ultimately legitimized by America’s most influential dictionary, Merriam-Webster. So, we had an idea: if we could get Merriam-Webster to acknowledge the science, and revise their official definition, maybe it would begin to unravel 5 decades of xenophobic food hysteria.

IDEA

IDEA

IDEA

IDEA

IDEA

Our only campaign asset was a Twitter video, aimed squarely @MerriamWebster. In it, we exposed the racist undertones of the term’s definition, and urged them to #RedefineCRS. Our hashtag went viral immediately, with thousands demanding action. The outcry from #RedefineCRS activists captured the attention of the mainstream media who began to resurface decades of research proving MSG’s safety. After weeks of pressure, trusted resources like Google, Wikipedia and Snopes all saw permanent updates to their entries on ‘Chinese Restaurant Syndrome’. But most importantly, Merriam Webster dictionary has officially redefined CRS to directly address the term’s problematic past. Thanks to a viral movement triggered by one video, Ajinomoto gave MSG a brighter future in America.

Our only campaign asset was a Twitter video, aimed squarely @MerriamWebster. In it, we exposed the racist undertones of the term’s definition, and urged them to #RedefineCRS. Our hashtag went viral immediately, with thousands demanding action. The outcry from #RedefineCRS activists captured the attention of the mainstream media who began to resurface decades of research proving MSG’s safety. After weeks of pressure, trusted resources like Google, Wikipedia and Snopes all saw permanent updates to their entries on ‘Chinese Restaurant Syndrome’. But most importantly, Merriam Webster dictionary has officially redefined CRS to directly address the term’s problematic past. Thanks to a viral movement triggered by one video, Ajinomoto gave MSG a brighter future in America.

Our only campaign asset was a Twitter video, aimed squarely @MerriamWebster. In it, we exposed the racist undertones of the term’s definition, and urged them to #RedefineCRS. Our hashtag went viral immediately, with thousands demanding action. The outcry from #RedefineCRS activists captured the attention of the mainstream media who began to resurface decades of research proving MSG’s safety. After weeks of pressure, trusted resources like Google, Wikipedia and Snopes all saw permanent updates to their entries on ‘Chinese Restaurant Syndrome’. But most importantly, Merriam Webster dictionary has officially redefined CRS to directly address the term’s problematic past. Thanks to a viral movement triggered by one video, Ajinomoto gave MSG a brighter future in America.

Our only campaign asset was a Twitter video, aimed squarely @MerriamWebster. In it, we exposed the racist undertones of the term’s definition, and urged them to #RedefineCRS. Our hashtag went viral immediately, with thousands demanding action. The outcry from #RedefineCRS activists captured the attention of the mainstream media who began to resurface decades of research proving MSG’s safety. After weeks of pressure, trusted resources like Google, Wikipedia and Snopes all saw permanent updates to their entries on ‘Chinese Restaurant Syndrome’. But most importantly, Merriam Webster dictionary has officially redefined CRS to directly address the term’s problematic past. Thanks to a viral movement triggered by one video, Ajinomoto gave MSG a brighter future in America.

Our only campaign asset was a Twitter video, aimed squarely @MerriamWebster. In it, we exposed the racist undertones of the term’s definition, and urged them to #RedefineCRS. Our hashtag went viral immediately, with thousands demanding action. The outcry from #RedefineCRS activists captured the attention of the mainstream media who began to resurface decades of research proving MSG’s safety. After weeks of pressure, trusted resources like Google, Wikipedia and Snopes all saw permanent updates to their entries on ‘Chinese Restaurant Syndrome’. But most importantly, Merriam Webster dictionary has officially redefined CRS to directly address the term’s problematic past. Thanks to a viral movement triggered by one video, Ajinomoto gave MSG a brighter future in America.

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THE PRESS

THE PRESS

THE PRESS

THE PRESS

THE PRESS

“The Campaign to Redefine “Chinese Restaurant Syndrome””

“The Campaign to Redefine “Chinese Restaurant Syndrome””

“The Campaign to Redefine “Chinese Restaurant Syndrome””

“The Campaign to Redefine “Chinese Restaurant Syndrome””

Itsoktojudge_Ebay_Press_logo_TemplateNYTimes

“People Are Fighting to Change an Anti-MSG Term in the Merriam-Webster Dictionary”

“People Are Fighting to Change an Anti-MSG Term in the Merriam-Webster Dictionary”

“People Are Fighting to Change an Anti-MSG Term in the Merriam-Webster Dictionary”

“People Are Fighting to Change an Anti-MSG Term in the Merriam-Webster Dictionary”

Itsoktojudge_Ebay_Press_logo_TemplateVice

“Merriam-Webster Revises “Chinese Restaurant Syndrome” Entry”

“Merriam-Webster Revises “Chinese Restaurant Syndrome” Entry”

“Merriam-Webster Revises “Chinese Restaurant Syndrome” Entry”

“Merriam-Webster Revises “Chinese Restaurant Syndrome” Entry”

“Merriam-Webster Revises “Chinese Restaurant Syndrome” Entry”

press-logosAP_v2

“MSG Isn’t Unhealthy -- You’re Just Racist, Activists Say”

“MSG isn’t unhealthy, you’re just racist, activists say”

“MSG isn’t unhealthy, you’re just racist, activists say”

“MSG isn’t unhealthy, you’re just racist, activists say”

“MSG isn’t unhealthy, you’re just racist, activists say”

Itsoktojudge_Ebay_Press_logo_TemplateCNN
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THE MERRIAM-WEBSTER REVISION

THE MERRIAM-WEBSTER REVISION

THE MERRIAM-WEBSTER REVISION

THE MERRIAM-WEBSTER REVISION

THE MERRIAM-WEBSTER REVISION

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MORE COVERAGE

MORE COVERAGE

MORE COVERAGE

MORE COVERAGE

THE WORK

press-logosFood-&-Wine
press-logosThe-Hill
press-logosEater
press-logosThe-Boston-Globe
press-logosInternational-Business-Times_v4
press-logosBBC
press-logosAdweek
press-logosBreitbart
press-logosNY-Mag
press-logosNBC-News
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THE TWEET THAT STARTED A MOVEMENT

THE TWEET THAT STARTED A MOVEMENT

THE TWEET THAT STARTED A MOVEMENT

THE TWEET THAT STARTED A MOVEMENT

THE TWEET THAT STARTED A MOVEMENT

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THE RESULTS

THE RESULTS

THE RESULTS

THE RESULTS

THE RESULTS

307

307

307

307

307

Earned
Stories

Earned
Stories

Earned
Stories

Earned
Stories

Earned
Stories

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1+ BILLION

1+ BILLION

1+ BILLION

1+ BILLION

1+ BILLION

Combined
Impressions

Combined
Impressions

Combined
Impressions

Combined
Impressions

Combined
Impressions

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144%

144%

144%

144%

144% 

Increase in MSG
Twitter sentiment

Increase in MSG Twitter sentiment

Increase in MSG
Twitter sentiment

Increase in MSG
Twitter sentiment

Increase in MSG
Twitter sentiment

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1

1

1

1

1

Revised Merriam-
Webster definition

 

Revised Merriam-Webster definition

 

Revised Merriam-
Webster definition

 

Revised Merriam-
Webster definition

 

Revised Merriam-
Webster definition

 

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Enjoy your MSG

Enjoy your MSG

Enjoy your MSG

Enjoy your MSG

Enjoy your MSG