Timely Opportunity - Products

America's Complicated Relationship with MSG

For 50+ years, Americans have feared MSG, and yet FDA and World Health Organization deem it completely safe. The underlying source of America’s MSG hysteria? Racism. So when Ajinomoto, the world’s leading MSG producer, needed to shift misperceptions in the US, it would take more than education. To set the record straight, Ajinomoto attacked the xenophobia that inspired a nationwide stigma, and subverted the symbols at the center of America’s MSG hysteria. So far, 12.5MM people have been swayed, with Ajinomoto’s US sales having risen by 163%.

Brand: Ajinomoto Co., Inc.
Client: The Ajinomoto Group
Agency: Edelman
Language: English