New Mission for Kumamon "Tomatora" is on the move!

#Marketing#Advertisement#Digital/Technology#Social issue#Media/Contents#Promotion#Video#local government#Character

In fiscal year 2014, Kumamoto Prefecture's sales manager, Kumamon, faced suspicions of being overweight. In response, he launched activities under the theme "Make Japan Healthy with Kumamoto's Red!" which included promoting healthy recipes using locally produced "red ingredients" and original exercise dances to tackle weight loss, garnering significant attention.

This year's theme is "Kumamoto Red: The Real Deal." Kumamon received a directive from Governor Ikuo Kamashima: "This year, please promote 'Kumamoto Red' with real commitment."
Kumamon is getting serious and launching the first project: "Tomato Truck."
Starting September 10th, the prefecture released a promotional video titled "Tomatora 2015" on a special website ( http://kumamoto-red.com/ ), revealing part of this project.

Kumamon devises an ambitious plan: transporting entire tomato fields to ensure people nationwide can enjoy the freshest tomatoes, believing this is the best promotion. From October 7th to 10th, tomatoes will be cultivated in a truck-mounted greenhouse as it travels via Osaka and Nagoya, aiming for its final destination, Tokyo, on October 10th (Tomato Day).

The video features cinematic visuals reminiscent of a movie trailer and an engaging, unique storyline.

The first year Kumamon caused a stir by losing his red cheeks. ( http://dentsu-ho.com/articles/342 ) The second year he tried hard with a health theme but failed at dieting. ( http://dentsu-ho.com/articles/2068 )
The Red Brand project, promoting delicious and healthy red ingredients from Kumamoto, also enters its third year this year.

Will Kumamon's passionate efforts finally succeed on the third try?

New Mission for Kumamon "Tomatora" is on the move!

Also read