Summary
The #CancelPizza campaign set out to destigmatize MSG using bite-size facts and science on TikTok. We leveraged our diverse data and analytics capabilities to inform, execute and measure an integrated campaign that leveraged earned, owned, influencer and paid media. Our audience segmentation survey unearthed a key strategic insight: consumers were more receptive to trying MSG when they learned it naturally occurs in foods like tomatoes.

We brought this to life in an unhinged TikTok “conspiracy” campaign, fueled by paid audience targeting that connected Ajinomoto’s audience segmentation to paid platforms, and used an integrated measurement framework to quantify the campaign impact.

Objective/Brief
Despite years of progress among American consumers, Ajinomoto faced a critical challenge: declining perception of MSG among Gen Z. To address this, our strategy aimed to meet Gen Z where they engaged most—on TikTok—and shift their perceptions through a creative TikTok conspiracy narrative. Our integrated approach aimed to strategically inform, amplify, and measure impact across multiple touchpoints—earned, owned, influencer, and paid media.

Navigating widespread misinformation and skepticism surrounding MSG, particularly among younger demographics influenced by social media, was crucial. To shift perceptions, we first needed to find a creative way to get Gen Z to actively rethink their previously held notions about MSG. Next, we needed to design and execute a sophisticated paid targeting approach that would maximize the reach of our campaign among the most receptive, easiest-to-move segments of Gen Z consumers.

Finally, we needed to deliver holistic measurement to quantify the impact of the campaign with Gen Z and beyond in reversing negative perceptions and destigmatizing MSG in the US.

Strategy
We dug into the data and learned that TikTok was the #1 place Gen Z heard about MSG in the past year–more than on any other social platform or cooking network. Our audience segmentation survey also uncovered that Gen Z was more receptive to trying MSG when they learned it is naturally occurring in foods like tomatoes. Finally, we learned that on TikTok, conspiracy content travels 6X faster than factual content and is 70% more likely to be shared – so Gen Z clearly had an appetite for conspiracy theories.

All this data informed our attention-grabbing creative campaign idea: We created a conspiracy theory of our own…but with an added secret ingredient: the truth.The truth is, Gen-Z’s favorite food, pizza, is loaded with naturally occurring MSG in its parmesan, tomatoes, pepperoni, and garlic. Our outlandish conspiracy hinged on a simple, factual premise; if TikTok wants to cancel MSG, then they need to cancel pizza too.

To ensure our audience was exposed to our stealth education campaign, #CancelPizza, we built addressable audiences in paid platforms using the unique targeting approach of connecting Ajinomoto’s audience segmentation with paid platforms, ensuring hyper-efficient delivery of campaign content to receptive audiences.

Finally, we set the stage for campaign measurement by developing our comprehensive measurement framework to quantify campaign impact across three dimensions: attention, attitudes, and action. The framework included pre- and post-campaign surveys to track changes in consumer perceptions as well as tactic-specific KPIs and benchmarks for earned, owned, influencer, and paid media.

Execution/Implementation
CancelPizza came to life on the TikTok handle @CancelPizza with content mimicking the style of viral TikTok conspiracies, featuring an unshaven, impassioned character delivering rants about MSG and pizza. The lo-authenticity, preventing viewers from suspecting a corporate stunt. Each video integrated the factual premise that MSG is naturally present in pizza ingredients, subtly educating viewers.

Influencers, including scientists, chefs, and dietitians replied with TikTok’s duet and stitch features, reinforcing the factual messages and providing credible support. The seamless integration of influencers using TikTok’s in-app features created a compelling narrative, capturing attention and prompting viewers to explore the facts about MSG.

We maximized the reach and impact of the @CancelPizza and Influencer content with paid media leveraging advanced audience targeting. We activated addressable audiences that we built on our paid platforms, modelled from our custom audience segmentation, enabling us to precisely target Gen Z consumers that are most easily moved by MSG messaging. This allowed for hyper-efficiency of paid dollars to maximize reach among the most receptive and influential Gen Z consumers.

Throughout the campaign, DXI used its proprietary media monitoring tool, the Command Center, powered by Talkwalker, for real-time campaign tracking in traditional and social media. Our paid media team provided regular updates on the paid amplification of owned and influencer content, allowing for real-time campaign optimization. Post-campaign, we delivered an integrated measurement report, which provided a holistic evaluation of the campaign by tactic and analyzed how each KPIs met or exceeded pre-established benchmarks. The campaign’s success was measured across three dimensions:

• ATTENTION – Did we break through the clutter? – using metrics like impressions and MSG familiarity
• ATTITUDE – Did we change opinions? – using metrics like MSG favorability and Ajinomoto brand trust
• ACTION – Did we drive behavior change on or offline? – using metrics like engagement and sales data

Effectiveness of Assignment
The #CancelPizza campaign effectively reshaped consumer perceptions and delivered substantial business outcomes by informing every decision with deep insights to ensure maximum impact.
Quality of Recommendations:
Our comprehensive annual surveys and consumer research made clear that this campaign’s success hinged on the insight that MSG naturally occurs in everyday foods. This shaped the creative direction and messaging strategy, focusing on education and debunking myths. Leveraging TikTok as the primary platform, known for its viral potential and resonance with Gen Z, proved highly effective in authentically engaging and informing the target audience.

Business Outcomes:
The campaign yielded impressive results, significantly shifting consumer perceptions and driving measurable business growth:
• A 5.7% increase in sales, reflecting enhanced consumer trust and purchase intent.
• 2.05B+ impressions nationwide, amplifying positive conversations on TikTok and beyond.
• Successfully changed the minds of 5M+ Gen Z consumers, contributing to a 39% lift in MSG favorability and a remarkable 65% increase in brand trust.
• Earned 423 media placements, generating 829 million media impressions and fostering a 100% positive sentiment across social channels.
• Engaged audiences with 71.4M video views, 48.4K engagements, and 97M social impressions, supported by a 35% positive sentiment in earned media and a 51% increase in Ajinomoto TikTok followers.

Channel Effectiveness:
The campaign’s integrated strategy utilized multiple channels:
• TikTok videos resonated with authenticity, driving organic engagement and educating through relatable content.
• Influencer collaborations added credibility and expanded reach, reinforcing the campaign’s messaging with targeted audiences.
• Earned media coverage and proactive social media engagement further extended the campaign’s impact, ensuring broad
visibility and reinforcing key messages.

Reliability of Research Results:
Pre- and post-campaign surveys, coupled with in-campaign media monitoring and performance tracking and an integrated post-campaign measurement report, provided robust, reliable insights. These methodologies adhered to AMEC’s Barcelona Principles and Integrated Evaluation Framework, ensuring comprehensive data collection and analytics that validated the campaign’s success and effectiveness.

Client Action and Commercial Value:
Ajinomoto swiftly acted on campaign insights to enhance consumer education on MSG. The increase in positive perceptions and purchase intent led to commercial success, demonstrating the campaign’s effectiveness in driving sales growth and reinforcing brand credibility.

Future Communications Planning:
Ajinomoto’s #CancelPizza campaign success set a benchmark for future strategies. The innovative use of TikTok for factual education, combined with influencer partnerships and data-driven targeting, provides a blueprint for future campaigns. Insights gained will guide ongoing efforts to combat misinformation, build brand trust, and effectively engage key demographics.