Case for CRS
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.
Client: Ajinomoto
Agency: Edelman
Role: Art Direction / Design
"Chinese Restaurant Syndrome?" NAH, chill Merriam. Retweet this and ask @merriamwebster to #RedefineCRS. More info here: https://t.co/8XPCypEUdb #AjinomotoPartner https://t.co/P7pNtd7cx7
— Eddie Huang (@MrEddieHuang) January 14, 2020
Help me right this wrong. RT to tell @merriamwebster to #RedefineCRS. Get the dish here: https://t.co/MqXubWwVyk #AjinomotoPartner https://t.co/Ut79OIVZbK
— Jeannie Mai (@jeanniemai) January 14, 2020
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.
With the power of the internet, we ultimately got Merriam-Webster to edit their definition.
1B+ Combined Impressions
8.2M Video Views on Twitter
3.5M Video Views on Instagram
21M Impressions on Twitter
MSG Sentiment Went From 61% Negative to 82% Positive
Press Coverage:
NY Times, ADWEEK, VICE, AP Press, BBC, CNN (+ a nationwide push notification), Food & Wine, NBC, The Hill, Eater, The Boston Globe, Internal Business Times, Breitbart, Grubstreet
Creative Team:
Conor Hogan, Eden Lewis, Jesse Suchmann, Grace Cha, Maddy Fetzko
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