Ajinomoto

#RedfineCRS

Turns out that MSG’s reputation of ‘being bad for you,’ is rooted in xenophobia, and is even backed by a term found in the Merriam-Webster dictionary called “Chinese Restaurant Syndrome.” So, we decided to convince Merriam-Webster to redefine ‘Chinese Restaurant Syndrome’ in attempts to unravel this myth.

We launched this campaign on Twitter using the hashtag #RedefineCRS and got
Merriam Webster’s attention enough to change the definition of Chinese Restaurant Syndrome.

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RESULTS
1B+ Combined Impressions
8.2M Video Views on Twitter
3.5M Video Views on Instagram
21M Impressions on Twitter
MSG Sentiment from 61% Negative to 82% Positive
 
PRESS
NYTimes, Vice, AP, CNN, Food&Wine, The Hill, Eater, Boston Globe, 
International Business Times, BBC, AdWeek, Breitbart, Grubstreet,
NBC
CREATIVE TEAM

Jesse Suchmann
Conor Hogan
Grace Cha 
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