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“Activism never looked sooo delicious.”

-@Magnusb15810586

“Activism never looked sooo delicious.”

-@Magnusb15810586

“Activism never looked sooo delicious.”

-@Magnusb15810586

“Activism never looked sooo delicious.”

-@Magnusb15810586

“Activism never looked sooo delicious.”

-@Magnusb15810586

pandas

CHALLENGE

CHALLENGE

CHALLENGE

CHALLENGE

CHALLENGE

The COVID-19 crisis led to a sharp increase in anti-Asian racism. Fueled by hateful rhetoric and unfounded fears, acts of discrimination spilled over to Asian businesses and restaurants. Sales dropped up to 70%, forcing Asian businesses to shut their doors at an alarming rate. In fact, at the peak of the crisis, Chinese restaurants were closing at double the rate of any other restaurant category. As a global food company and a major supplier to the Asian restaurant community in the US, Ajinomoto took a stand to help these restaurants survive the effects of unfair stigma.

The COVID-19 crisis led to a sharp increase in anti-Asian racism. Fueled by hateful rhetoric and unfounded fears, acts of discrimination spilled over to Asian businesses and restaurants. Sales dropped up to 70%, forcing Asian businesses to shut their doors at an alarming rate. In fact, at the peak of the crisis, Chinese restaurants were closing at double the rate of any other restaurant category. As a global food company and a major supplier to the Asian restaurant community in the US, Ajinomoto took a stand to help these restaurants survive the effects of unfair stigma.

The COVID-19 crisis led to a sharp increase in anti-Asian racism. Fueled by hateful rhetoric and unfounded fears, acts of discrimination spilled over to Asian businesses and restaurants. Sales dropped up to 70%, forcing Asian businesses to shut their doors at an alarming rate. In fact, at the peak of the crisis, Chinese restaurants were closing at double the rate of any other restaurant category. As a global food company and a major supplier to the Asian restaurant community in the US, Ajinomoto took a stand to help these restaurants survive the effects of unfair stigma.

The COVID-19 crisis led to a sharp increase in anti-Asian racism. Fueled by hateful rhetoric and unfounded fears, acts of discrimination spilled over to Asian businesses and restaurants. Sales dropped up to 70%, forcing Asian businesses to shut their doors at an alarming rate. In fact, at the peak of the crisis, Chinese restaurants were closing at double the rate of any other restaurant category. As a global food company and a major supplier to the Asian restaurant community in the US, Ajinomoto took a stand to help these restaurants survive the effects of unfair stigma.

The COVID-19 crisis led to a sharp increase in anti-Asian racism. Fueled by hateful rhetoric and unfounded fears, acts of discrimination spilled over to Asian businesses and restaurants. Sales dropped up to 70%, forcing Asian businesses to shut their doors at an alarming rate. In fact, at the peak of the crisis, Chinese restaurants were closing at double the rate of any other restaurant category. As a global food company and a major supplier to the Asian restaurant community in the US, Ajinomoto took a stand to help these restaurants survive the effects of unfair stigma.

INSIGHT

INSIGHT

INSIGHT

INSIGHT

INSIGHT

As grocery shelves sat empty and shelter-in-place orders forced Americans to stay in, it should have been a moment for Asian restaurants — the pioneers of efficient takeout — to shine! What if we could harness takeout as a tool for activism? 

As grocery shelves sat empty and shelter-in-place orders forced Americans to stay in, it should have been a moment for Asian restaurants — the pioneers of efficient takeout — to shine! What if we could harness takeout as a tool for activism? 

As grocery shelves sat empty and shelter-in-place orders forced Americans to stay in, it should have been a moment for Asian restaurants — the pioneers of efficient takeout — to shine! What if we could harness takeout as a tool for activism? 

As grocery shelves sat empty and shelter-in-place orders forced Americans to stay in, it should have been a moment for Asian restaurants — the pioneers of efficient takeout — to shine! What if we could harness takeout as a tool for activism? 

As grocery shelves sat empty and shelter-in-place orders forced Americans to stay in, it should have been a moment for Asian restaurants — the pioneers of efficient takeout — to shine! What if we could harness takeout as a tool for activism? 

IDEA

IDEA

IDEA

IDEA

IDEA

Our call to action was simple: order delicious takeout to fight this xenophobia-related drop in business. It began with an unbranded, celebrity-driven video that was self-recorded over takeout in their own homes. As Margaret Cho, Harry Shum Jr., Jenny Yang, and Gail Simmons stuffed their faces with delicious takeout, they shed light on this xenophobic food phenomenon and urged followers to support their favorite local Asian-owned restaurants. Across social, consumers spread awareness of the issue by sharing their #TakeOutHate orders, highlighting the restaurant they were supporting, and tagging friends and family to do the same. To date, over 2,500 unique Asian restaurants have been spotlighted by supporters of the campaign.

Our call to action was simple: order delicious takeout to fight this xenophobia-related drop in business. It began with an unbranded, celebrity-driven video that was self-recorded over takeout in their own homes. As Margaret Cho, Harry Shum Jr., Jenny Yang, and Gail Simmons stuffed their faces with delicious takeout, they shed light on this xenophobic food phenomenon and urged followers to support their favorite local Asian-owned restaurants. Across social, consumers spread awareness of the issue by sharing their #TakeOutHate orders, highlighting the restaurant they were supporting, and tagging friends and family to do the same. To date, over 2,500 unique Asian restaurants have been spotlighted by supporters of the campaign.

Our call to action was simple: order delicious takeout to fight this xenophobia-related drop in business. It began with an unbranded, celebrity-driven video that was self-recorded over takeout in their own homes. As Margaret Cho, Harry Shum Jr., Jenny Yang, and Gail Simmons stuffed their faces with delicious takeout, they shed light on this xenophobic food phenomenon and urged followers to support their favorite local Asian-owned restaurants. Across social, consumers spread awareness of the issue by sharing their #TakeOutHate orders, highlighting the restaurant they were supporting, and tagging friends and family to do the same. To date, over 2,500 unique Asian restaurants have been spotlighted by supporters of the campaign.

Our call to action was simple: order delicious takeout to fight this xenophobia-related drop in business. It began with an unbranded, celebrity-driven video that was self-recorded over takeout in their own homes. As Margaret Cho, Harry Shum Jr., Jenny Yang, and Gail Simmons stuffed their faces with delicious takeout, they shed light on this xenophobic food phenomenon and urged followers to support their favorite local Asian-owned restaurants. Across social, consumers spread awareness of the issue by sharing their #TakeOutHate orders, highlighting the restaurant they were supporting, and tagging friends and family to do the same. To date, over 2,500 unique Asian restaurants have been spotlighted by supporters of the campaign.

Our call to action was simple: order delicious takeout to fight this xenophobia-related drop in business. It began with an unbranded, celebrity-driven video that was self-recorded over takeout in their own homes. As Margaret Cho, Harry Shum Jr., Jenny Yang, and Gail Simmons stuffed their faces with delicious takeout, they shed light on this xenophobic food phenomenon and urged followers to support their favorite local Asian-owned restaurants. Across social, consumers spread awareness of the issue by sharing their #TakeOutHate orders, highlighting the restaurant they were supporting, and tagging friends and family to do the same. To date, over 2,500 unique Asian restaurants have been spotlighted by supporters of the campaign.

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THE PRESS

THE PRESS

THE PRESS

THE PRESS

THE PRESS

“#TakeOutHate is encouraging Americans to order from local Asian restaurants”

“#TakeOutHate is encouraging Americans to order from local Asian restaurants”

“#TakeOutHate is encouraging Americans to order from local Asian restaurants”

“#TakeOutHate is encouraging Americans to order from local Asian restaurants”

“#TakeOutHate is encouraging Americans to order from local Asian restaurants”

Itsoktojudge_Ebay_Press_logo_TemplateCNN

“Campaign hopes to fight back against the prejudice Asian restaurants are currently facing”

“Campaign hopes to fight back against the prejudice Asian restaurants are currently facing”

“Campaign hopes to fight back against the prejudice Asian restaurants are currently facing” 

“Campaign hopes to fight back against the prejudice Asian restaurants are currently facing”

_Press-logosThe-Takeout

“Jenny Yang and Harry Schum Jr. join #TakeOutHate campaign to stop closure of Chinese restaurants”

“Jenny Yang and Harry Schum Jr. join #TakeOutHate campaign to stop closure of Chinese restaurants”

“Jenny Yang and Harry Schum Jr. join #TakeOutHate campaign to stop closure of Chinese restaurants”

“Jenny Yang and Harry Schum Jr. join #TakeOutHate campaign to stop closure of Chinese restaurants”

_Press-logosAsAm-News

“Celebs urge public to support Asian restaurants”

“Celebs urge public to support Asian restaurants”

“Celebs urge public to support Asian restaurants”

“Celebs urge public to support Asian restaurants”

“Celebs urge public to support Asian restaurants”

_Press-logosYahoo
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MORE COVERAGE

MORE COVERAGE

MORE COVERAGE

MORE COVERAGE

THE WORK

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THE RESULTS

THE RESULTS

THE RESULTS

THE RESULTS

THE RESULTS

1.3B

1.3B

1.3B

1.3B

1.3B

Media
Impressions

Media
Impressions

Media
Impressions

Media
Impressions

Media
Impressions

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+53%

+53%

+53%

+53%

+53%

Positive sentiment
toward Asian businesses

Positive sentiment
toward Asian businesses

Positive sentiment
toward Asian businesses

Positive sentiment
toward Asian businesses

Positive sentiment
toward Asian businesses

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2,500+

2,500+

2,500+

2,500+

2,500+

Unique Asian restaurants highlighted

Unique Asian restaurants highlighted

Unique Asian restaurants highlighted

Unique Asian restaurants highlighted

Unique Asian restaurants highlighted

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5MM+

5MM+

5MM+

5MM+

5MM+

Video
Impressions

 

Video
Impressions

 

Video
Impressions

 

Video Impressions

Video
Impressions

 

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1

1

1

1

Shoutout from Bruce Lee's Instagram

 

Shoutout from Bruce Lee's Instagram

 

Shoutout from Bruce Lee's Instagram

 

Shoutout from Bruce Lee's Instagram

Shoutout from Bruce Lee's Instagram

 

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#TAKEOUTHATE IN ACTION

#TAKEOUTHATE IN ACTION

#TAKEOUTHATE IN ACTION

#TAKEOUTHATE IN ACTION

#TAKEOUTHATE IN ACTION

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HELP US #TAKEOUTHATE

HELP US #TAKEOUTHATE

HELP US #TAKEOUTHATE

HELP US #TAKEOUTHATE

HELP US #TAKEOUTHATE