Moving forward from its ‘Discover the Secret of DASHI’ campaign in 2006, Ajinomoto (Malaysia) Berhad launched another campaign to further enhance “AJI-NO-MOTO” as a form of DASHI. The campaign was entitled, ‘Goodness of DASHI’.

The thematic campaign focused on highlighting the benefits of “AJI-NO-MOTO” as a form of DASHI. Based on scientific research, MSG helps to reduce salt intake in daily consumption. MSG contains only 1/3 the amount of sodium compared to salt. By using a small amount of MSG, salt intake can be reduced by as much as 20% – 30% without compromising on taste. With this as one of the main messages, the ‘Goodness of DASHI’ campaign promoted better living through better eating.

“AJI-NO-MOTO” will be celebrating its 100th year anniversary in 2009. This household brand name has been Malaysians’ trustworthy cooking partner for many generations. It was recently awarded the Reader’s Digest Gold Award for ‘The Most Trusted Brand of 2008’. This award is a testament that “AJI-NO-MOTO” is clearly the most preferred brand, trusted for its quality and natural ingredients.

The ‘Goodness of DASHI’ Contest was launched to reinforce the thematic campaign as well as to reward loyal consumers. It ran for three and a half months from 15th November 2007 to 29th February 2008. It received over 20,000 responses, which is an increase of over 122% from previous year’s contest.

Apart from a simple word puzzle, the contest required the submission of a slogan. Not only did the entries have highly creative slogans, many were beautifully decorated with drawings, paintings, etc. The enthusiasm and excitement of the participants were clearly shown in their entries.

The judges had a tough time short listing 52 entries as the top winners. The winners were selected based on the creativity and the relevance of the slogans to the campaign theme. Over RM118,888 worth of prizes are to be given away. The prizes include:
Grand Prize- 8D6N Trip for 2 persons to Hokkaido, Japan
1st Prize- Sony 40” LCD TV Bravia VSeries
2nd Prize- Sony Hard Disk Drive HandyCam 40GB
3rd Prize- Sony Home Theatre System
4th Prize- Sony Digital Still Camera
5th Prize- Sony Ericsson 3G Handphone
6th Prize- Sony Video MP3 Player 4GB
Consolation Prize- Kimono Apron

Ajinomoto is pleased with the overwhelming and positive response to the contest, and looks forward to the continuous support of Malaysians.