STRETCHY & delicious mozzarella cheese thumnail

KRAFT ‘super-stretchy’ mozzarella cheese

Stretcheeeese! - How hot mozzarella cheese took over Japan

Client

  • MORINAGA MILK INDUSTRY CO., LTD.

Office

  • Tokyo

Challenge

In Japan, mozzarella is typically enjoyed in the summer served cold, like in a caprese salad.

KRAFT’s Fresh Mozzarella is a category market leader, and the brand team was seeking more ways to increase sales during the winter and create a new wave of food culture around mozzarella.

Inspiration

Mozzarella is remarkably stretchy when it is hot and melted – so we decided to take advantage of its unique properties and trending powers on social media and jump on the ‘food-tainment’ wave, confident that the visual appeal of mozzarella’s amazing ‘cheese pull’ would be well received.

Idea

Utilizing one continuous and experimental take, we captured mozzarella’s stretchiness when it is hot and melted, without using any montage cuts or computer graphics.

In our experimental video, a single piece of mozzarella cheese stretched up to six meters long and took the internet by storm.

Growth

The case film and behind-the-scenes content went viral, reaching an audience of more than 5.34 million people.

Morinaga MOZ nobiuma 190829 full

Awards

2021 ADFEST

PR LOTUS


Bronze