7-SELECT Onigiri (極上飯糰系列) offers customers premium Japanese flavours. To bring forth the essence of Japan, its marketing campaign strived to immerse the audience in an authentic Japanese ambiance. We prominently incorporated Japanese elements throughout the campaign execution. The campaign was a collaboration among three of The Bees—So Don’t Bore, Neighbour Co, and ICHI EVENTs. Let’s take a closer look at how we brought it to life.

The Theme

Our main theme, “一啖有料 輕奢新食感”, means that you can taste the fillings from the first bite of the onigiri, and highlights the premium quality of the upgraded ingredients.

Pop-Up Event

We were fortunate that Ophi, a bus collector, allowed us to wrap and transform his retired Japanese bus into a 7-SELECT onigiri-themed bus. The bus travelled to various locations across the city, offering onigiri samples and distributing coupons to the public. Participants eagerly boarded the bus to get a closer look. Additionally, the client’s management team and media representatives joined us on the bus for a DIY furoshiki wrapping session for onigiri bento boxes.

The bus, wrapped in vibrant colours, successfully captured public attention and made a significant impact during the pop-up event.

YouTuber Collaboration

We collaborated with numerous popular YouTube channels that have Japan-related content or a wide reach among our target audience.

Social Posts

To showcase the quality of the ingredients, we proposed conducting experiments and creating engaging content. We enjoyed the process of conducting experiments during the mini-shootings, which allowed us to bring our ideas to life.