Allied Architects Supports Umios' Frozen Food Brand 'WILDish' with Playful Creative Strategy

Allied Architects, Inc. (Headquarters: Shibuya-ku, Tokyo; President: Masato Muraoka; Securities Code: 6081), which designs marketing communications through data and creative power to support corporate marketing AX, announced that its creative team '3℃1 (Sandwich)' supported the frozen food brand 'WILDish' by Umios, Inc. (formerly Maruha Nichiro) in its brand awareness campaign. By producing a web commercial featuring talent 'Abareru-kun,' the team created a 'playful, high-energy video that deviates slightly from traditional creative,' earning high praise both internally and externally.

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■ Shifting to 'Enhanced Appeal via Talent' to Drive Further Awareness and Sales

Launched in 2019, the 'WILDish' frozen food series features an innovative design where the bag serves as both a microwaveable container and a plate. While the brand saw significant growth during the pandemic, the company sought new strategies to boost awareness and sales. With rising interest from overseas and a new collaboration with a Korean company planned for autumn 2025, Umios decided to revitalize the 'WILDish' brand. The primary challenge was identified as a lack of awareness regarding the series name and its unique functionality, leading to a strategy focused on talent-driven, high-impact creative.

■ The Fusion of 'Impact and Creativity' Realized by '3℃1'

The creative team '3℃1' produced two web commercials featuring Abareru-kun and a linked social media campaign. '3℃1' is a specialized team that creates 'delicious relationships' by 'sandwiching' data, insights, and creativity between companies and consumers. To meet the client's need to make the series name and functionality memorable, the team proposed a multi-scene structure. Originally focused on remote work, the final commercials were expanded to showcase the product's utility in diverse situations, resulting in high marks for impact and creativity.

■ 'Playful, High-Energy Videos' Garner High Praise

The two completed web commercials ('I Don't Think So' version and 'WILDish Anytime' version) utilize Abareru-kun's unique personality. The 15-second spots condense his signature phrases, memorable sound effects, and a tempo designed to encourage viewer engagement and sharing.