Katsuyuki Kameyama, Director of Digital Marketing Department, MD Headquarters, Mizkan Co., Ltd.

Delivering trusted flavors that meet the needs of the times!

■ Profile

Born in Kanagawa Prefecture in 1972. Graduated from the Faculty of Economics at Hosei University. Joined Mizkan Co., Ltd. in March 1995. Since 1998, he has been in charge of brand strategy and product development for main categories such as vinegar, ponzu sauce, and soup stock in the product planning department. In March 2018, he was appointed General Manager of the Digital Marketing Department, where he is responsible for advertising, promotion, and all digital communications.

Founded in 1804, Mizkan has been in business since the late Edo period. Its signature long-selling brand, Ajipon, continues to grow even now, 56 years after its release, in a food industry where turnover is rapid. How do they connect existing value to new value and reach more people? We asked Kameyama, Director of the Digital Marketing Department, about the secret.

　The appeal of working for a food manufacturer is that it deals with products that come into contact with many people, as they are part of the necessities of life - food, clothing, and shelter. It's fascinating to think that the products and commercials I've helped develop can reach many dining tables, and have an impact on the lives of so many people. In this environment, the Digital Marketing Department I belong to is in charge of "general communication" including advertising, publicity, PR, and public relations, and is responsible for conveying the appeal of our products and menus to as many consumers as possible.

■ Delivering products that transcend the ages

　Mizkan is a company with a rich history, dating back 216 years to the late Edo period. It began with the creation of a vinegar in Aichi Prefecture to complement sushi, which became popular at Edo food stalls. One of our best-selling products is "Ajipon," which continues to grow in sales even years after its release. Initially launched as a hot pot condiment, ponzu sauce wasn't a common ingredient in eastern Japan, so it took time for people to become familiar with the product. By using television commercials and other methods to raise awareness, it finally became established as a hot pot condiment. We then began exploring new uses for it, such as "Someone over there is using it with gyoza," "I heard someone is using it with yakiniku," and "Maybe it'd be good on saury, too." We continue to pursue new value, and today, our products are enjoyed by many customers in a variety of ways, becoming beloved and beloved for many years to come. We believe that our department is responsible for making this possible, not just by changing the flavor of our products, but also by effectively communicating how they can be used and enjoyed.

■ Providing information tailored to consumer needs

　When disseminating information, we believe it is important to deliver information that appeals to consumers from their perspective, rather than from a corporate one. By analyzing online search data and social media posts to capture daily changes in attitudes, we are able to grasp consumers' needs in a timely manner. For example, in 2020, we posted recipes recommended by Mizkan employees on Twitter based on search terms such as "corona weight gain" and "immunity," which achieved a high engagement rate and led to a sudden increase in followers. This has now grown into the most viewed content on our website, known as the "Home Cooking Special."
　We also believe it is necessary to understand the characteristics of the media and disseminate information in a way that suits them. Specifically, we raise awareness through paid media such as banner ads, enrich information through our own owned media, and interact with consumers through earned media such as social media. Social media is managed by staff who belong to the target generation, who create the worldview and content, and the number of followers is steadily increasing. In terms of interaction, we use Instagram stories and Twitter conversation cards to ask questions to customers and disseminate information based on their answers and opinions. Two-way communication encourages viewers to actively take an interest.

■ Compatibility with digital varies by industry

　In the food industry, many of the places where products are actually purchased and cooked are offline. Stock-type products that are purchased infrequently, such as homes and cars, have a high level of customer involvement, as customers research thoroughly online before purchasing, but food is a flow-type product, so digital involvement tends to be low. Of course, digital utilization is important and will continue to be essential in the future, but rather than making digital utilization an end in itself, we believe it is important to design communication in line with the customer journey, without separating online and offline.

■Message

When choosing a job, I was very conscious of "choosing something I like." I think it's difficult to grow as a person through something you dislike. I think you can enjoy life if you choose a job based on what you like and what you want to do. I also feel that if you work hard and have fun doing what you love, good connections will naturally come your way.

Student Newspaper Special Edition April 2021 by Nao Suzuki, 4th year student at International Christian University