{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"USE OF MEDIA RELATIONS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"PR CONSULTING DENTSU INC., TOKYO","is_link":false},{"keyword":"TITLE","content":"TSUGIKI : COFFEE REBORN","is_link":false},{"keyword":"BRAND","content":"TULLY'S COFFEE","is_link":false},{"keyword":"ADVERTISER","content":"TULLY'S COFFEE","is_link":false},{"keyword":"AGENCY","content":"DENTSU INC., TOKYO","is_link":false},{"keyword":"CONCEPT,CREATIVE DIRECTION,WRITING","content":"REIETSU HASHIMOTO","is_link":false},{"keyword":"SUPERVISOR","content":"SHINGO HIRAOKA","is_link":false},{"keyword":"PR AGENCY","content":"PR CONSULTING DENTSU INC., TOKYO","is_link":false},{"keyword":"PR DIRECTOR","content":"ASAKO YANAGISAWA","is_link":false},{"keyword":"PR PLANNER","content":"KYOKO FUJII","is_link":false},{"keyword":"EXECUTIVE PR","content":"TADASHI INOKUCHI","is_link":false},{"keyword":"MEDIA RELATIONS","content":"TOMOMI HOSODA\/MAYUKO OGURA\/YUICHIRO HAGIWARA","is_link":false},{"keyword":"RESEARCHER","content":"HITOMI KATAHIRA","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"ROCK ‘N’ ROLL JAPAN CO., LTD., TOKYO","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"YOHEI\tKAWASAKI","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"TOSHIHIRO\tMIURA","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"VIDEOGRAPHERZOO INC., TOKYO\/STUDIO INTERFIELD CORPORATION, TOKYO\/\r\nFONT INC., TOKYO\/ASOBIGRAPHIC LTD., TOKYO\/AMA-NO, TOKYO","is_link":false},{"keyword":"PHOTOGRAPHER","content":"HAJIME\tYAMAZAKI","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Tsugiki: The \"Second Root\" that saves species and farmers.\r\n
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Born in Seattle in the 1980s, Tully’s Coffee is a specialty coffee brand dedicated to the finest beans, now operating 800 stores across Asia.\r\n
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Out of 124 coffee varieties, 75 types of high-quality Arabica are facing extinction. To save them, we shared a traditional Japanese grafting technique with our sourcing regions in Peru, Costa Rica, and PNG. By fusing flavor-rich Arabica with disease-resistant Robusta roots, we relied on the power of nature to revive these Red List varieties. After years of sharing this craft, we succeeded in restoring the original flavor without genetic modification. This new life not only restores the species but becomes a \"Second Root\" for farmers, securing a vital new source of income.\r\n
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We engaged the ultimate coffee lovers. By surveying 5,000 professionals, we identified Editors-in-Chief who were passionate coffee advocates. We shared the Tsugiki journey with them over years—from the field to the final cup. By empowering them as key stakeholders, we transformed these media leaders into long-term partners, building a community committed to solving the industry's crisis. On launch day, their stories ignited the media. What began as one brand’s initiative became a national movement—reshaping how people think about coffee, what they choose, and why it matters.\r\n
Beans produced through the Tsugiki process were sold in stores at nearly double the usual price, yet sold out immediately—delivering substantial returns to producers. This initiative revitalized entire regions and secured a \"Second Root\" for farmers, providing over 2,000 households with a sustainable source of livelihood. Since the launch, the number of participating farmers has surged by 12.5 times. This traditional Japanese technique has provided both endangered species and farming communities with a second chance at life—a truly sustainable \"Second Root\" for their future. \r\n
","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"TSUGIKI： Saving endangered species with the \"Second Root\".\r\n
Out of 124 coffee varieties, 75 types of high-quality Arabica are facing extinction. To save them, we shared a traditional Japanese grafting technique with our sourcing regions in Peru, Costa Rica, and PNG. By fusing flavor-rich Arabica with disease-resistant Robusta roots, we relied on the power of nature to revive these Red List varieties. After years of sharing this craft, we succeeded in restoring the original flavor without genetic modification. This new life not only restores the species but becomes a \"Second Root\" for farmers, securing a vital new source of income.\r\n
","is_link":false},{"keyword":"STRATEGY","content":"Double the Rewards for Producers. Ultimate Quality for Consumers.\r\n
By saving endangered coffee species, we set out to rebrand both the flavor and the value of coffee, region by region. These grafted, reborn beans are sold in Tully’s Coffee shops, across 800 locations, at nearly double the usual price. The additional value created is returned directly to the farmers, revitalizing entire regions and securing a \"Second Root\" for their income. This system rewards those at the source, while delivering the highest-quality coffee to consumers.\r\n
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","is_link":false},{"keyword":"EXECUTION","content":"Coffee-Loving Editors: From a Brand Story to a Social Movement.\r\n
We engaged the ultimate coffee lovers. By surveying 5,000 professionals, we identified Editors-in-Chief who were passionate coffee advocates. We shared the Tsugiki journey with them over years—from the field to the final cup. By empowering them as key stakeholders, we transformed these media leaders into long-term partners, building a community committed to solving the industry's crisis. On launch day, their stories ignited the media. What began as one brand’s initiative became a national movement—reshaping how people think about coffee, what they choose, and why it matters.\r\n
","is_link":false},{"keyword":"RESULT","content":"We transformed Editors-in-Chief from high-end media outlets—including Forbes, Wired, and Business Insider—into key stakeholders. They independently authored articles, offering critical perspectives on the coffee industry's realities. This coverage spurred broader Japanese media and even competitors to take action.\r\n
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The campaign generated approximately $10 million in earned media value and 450 million media impressions, with 90% of those reached responding positively. By focusing its communication on the value of coffee beans through the revival of Red List species, the brand achieved a +23.7% increase in sales, even as competitors saw declines amid soaring raw material costs. It also ranked No.1 by a wide margin in both repeat purchase rates and recommendation intent.\r\n
\r\n
Beans produced through the Tsugiki (grafting) process were sold in stores at nearly double the usual price, yet sold out immediately—delivering substantial returns to producers. This initiative revitalized entire regions and secured a \"Second Root\" for farmers, providing over 2,000 households with a sustainable source of livelihood. Since the launch, the number of participating farmers has surged by 12.5 times. This traditional Japanese technique has provided both endangered species and farming communities with a second chance—a truly sustainable \"Second Root\" for their future.\r\n
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