Ajinomoto: Ajinomoto cancel pizza

Jeremy Busch, Michael Byrnes

Ajinomoto, a multinational food company, launched its own conspiracy campaign against pizza in Japan, #CancelPizza, to generate positive conversation around monosodium glutamate (MSG) and reverse the growing Gen Z rejection.

Campaign details

Brand: Ajinomoto Brand owner: Ajinomoto Entrant company: EDELMAN, USAIdea creation: Edelman New York Market: North America (general region) Sector: Sauces, seasonings, condiments Media channels: Online video, Websites & microsites, Word of mouth, influencers, KOLsBudget: 1 - 3 million

Executive summary

Ajinomoto is a Japanese multinational food company and the world’s largest supplier of monosodium glutamate (MSG).

Even though MSG occurs in nature and has been proven safe by FDA and European regulators, it’s been stigmatized in the US since...

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