Cannes Lions

DELICIOUS SUPPLEMENT

BEACON/LEO BURNETT, Tokyo / EAST JAPAN RAILWAY COMPANY / 2017

Awards:

2 Shortlisted Cannes Lions
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Presentation Image
Case Film
Case Film
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Overview

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Credits

Overview

Description

DELICIOUS SUPPLEMENT is an individually tailored, nutritionally complete supplement prescribed by a nutritionist. Using AI diagnosis through the LINE messaging app customers are prescribed the right combination of pick-and-mix style deli capsules. Each capsule helps customers rebalance their nutritional needs with a range of food that can create 2.2 million combinations.

Execution

First, delicious supplement diagnoses what nutrition you need now through chats with its original AI. Then it prescribes you a lunch capsule for you to combine your favorite delis with your needed nutrition. The original AI and all delis are managed by the professional nutritionist. 

The service launched at one food court of the station building near Tokyo last summer. And now some food stores at station buildings are preparing to adopt the service.

Outcome

Impressions amounted to over105,282,090 in less than two weeks. The sales achieved 122.5% vs year ago. Plenty of media including Japanese most prestigious business TV program covered this service as the diet innovation. And the service is now being rolled out nationally.

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