JFOODO
Reintroducing Japanese sake by pairing perfection with seafood.
Background
Japanese sake has a rich cultural heritage, with generations of brewers behind it. However, in the UK, sake has limited recognition, often misunderstood as a spirit. To boost sales and encourage more consumers to try sake, we focused on educating them through their senses, starting with taste.
How we got there
JFOODO’s “Sake Seafood Sensations” campaign partnered with restaurants to create sake and seafood pairing menus. For the 2023 campaign, “Pairings of Perfection” emphasised the umami taste from perfectly paired sake and seafood dishes. Over 20 top-tier UK restaurants created customised pairing menus to showcase sake’s versatility.
Pairing cards
We created custom pairing cards featuring 10 different sake and seafood pairings, each with a unique illustration. These were distributed to participating restaurants and media partners to further educate and engage consumers.
Microsite
The microsite explored the history and intricacies of sake, while promoting the participating restaurants and their special sake and seafood pairing menus, driving consumer engagement.
Sommeliers
World-renowned sommeliers Natsuki and Sarah trained restaurant staff for the #PairingsOfPerfection campaign, sharing their expertise on sake and the art of pairing, ensuring an elevated guest experience and deepening their understanding of sake’s complexities.
Social media
The @sakesensations Instagram account highlighted each restaurant’s pairing menu, detailing their approach to the seafood dishes and sake pairings. Consumers were encouraged to book through links in the Instagram bio or via the campaign microsite.
