Nutrition Without Compromise: Discover the Smart Umami Wheels by the Young Heart
KUALA LUMPUR, 13 August 2024 – The culinary adventure of a lifetime has concluded with resounding success! Ajinomoto (Malaysia) Berhad's "Smart Umami Wheels Roving Truck" campaign, which ran from 9 July to 5 August 2024 at local and private universities across the Klang Valley (refer to the schedule below), has left an indelible mark on healthy eating habits among Generation Z (Gen Z). This vibrant initiative transformed city streets into hubs of excitement, flavour, and education, proving that a less-sodium diet can be both delicious and enjoyable.
The campaign was strategically designed with a focus on Gen Z, aiming to connect with and educate them about the benefits of adopting healthier eating habits from a young age.
Throughout the 3-week tour, the roving truck became a beacon of fun and learning, demonstrating how MSG, specifically AJI-NO-MOTO®️ Umami Seasoning, can seamlessly blend into daily routines to create healthier meals without compromising taste. The campaign was not just about food; it was about reshaping perceptions and creating a new, dynamic image of AJI-NO-MOTO®️ that resonates with Gen Z to practice healthy eating habits early on.
Participants engaged in a variety of activities that were both informative and entertaining. Interactive games and Gashapon machines offered visitors the chance to win exclusive merchandise like lanyards, oversized T-shirts, enamel pins, and fridge magnets, turning healthy eating into a memorable and enjoyable experience.
One of the highlights was the daily food tasting session, where unique dishes such as Nasi Lemak Sushi and Mini Chicken Vegetable Quiche were served. These dishes, crafted using the smart salt method (which involves replacing a portion of salt with AJI-NO-MOTO®, reducing sodium intake by up to 40%), allowed visitors to taste the benefits of a low-sodium diet first hand, proving that healthy eating does not mean sacrificing flavour.
Adding a modern twist, the campaign featured an interactive AR filter experience. Visitors captured their moments with the Interactive Truck Filter and Campaign Filter on Instagram, sharing the fun with friends and followers. By following @ajinomotomyfoodie on Instagram, they could also redeem cool stickers, blending the virtual and real worlds to make the Smart Umami Wheels Roving Truck experience even more memorable.
The success of the Smart Umami Wheels Roving Truck campaign has set a new standard for promoting healthy eating habits. AMB extends heartfelt thanks to everyone who joined this journey towards a healthier, tastier future. Stay connected with us on social media and our website for more exciting updates and initiatives. Let's continue rolling towards a future where delicious and healthy meals are a staple in every household!