The Ajinomoto Group, the Japanese Food Giant, Goes Global with DentsuBos Montreal

Published on:

Montreal, QC – December 6, 2018 – DentsuBos Montreal, part of the Dentsu Aegis Network, in partnership with Dentsu Inc. are happy to announce the first global campaign for Japanese food giant, The Ajinomoto Group

The Ajinomoto Group is known for its wide range of prepared food products and seasonings but looked to their agency partners to take the message beyond their suite of products and raise the profile of their brand and various business units. 

The creative strategy behind the campaign, “Can I have more?”, was developed by DentsuBos Montreal based on the “We Bring More to the Table” theme. 

The 60-second commercial depicts The Ajinomoto Group as an innovative brand involved in all facets their customers’ lives. It’s a story that takes the audience on a journey around the world, touching on the science of food to the love of food, to athletic performance, agriculture, lifestyle and healthy living.

“From a creative standpoint, we wanted to show how Ajinomoto – through the diversity of their business – is engaged in every facet of their customers’ lives,” says Sébastien Rivest, Chief Creative Officer at DentsuBos, “The creative demonstrates how the brand understands their needs and develops products that help them achieve more.”

While The Ajinomoto Group is a household brand in many parts of Asia, the brand is virtually unknown in North America and Europe. As the company’s first global advertising initiative it was vital to tell the full brand story and appeal to a wider international audience without losing touch with current customers who understand The Ajinomoto Group primarily as a food brand. 

The spot was launched at the World Umami Forum in New York and will air throughout Japan, Asia, and in key markets in Europe, as well as North and South America in late 2018 and 2019. Further campaigns are currently in planning.


For more information please contact:

David Gollom
Director, Communications
C. 416-473-6287