To highlight Mirokumai rice in the face of competition and boost its sales, we created a new concept and communication based on how it is perceived by its consumers: a premium and differentiated product.
As part of building the product’s identity, we reinforced in all communication the arguments that show why Mirokumai is so special: the choice of the best raw material, traditional cultivation and production methods, and unmatched flavor and texture. With the tagline “Mirokumai. Unmatched in every grain,” we conveyed to its consumers that it is the best choice for those who want to experience a unique and original product.
