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), a company that designs marketing communications through data and creative power to support corporate marketing AX, has assisted Umios Inc. (formerly Maruha Nichiro) in enhancing brand awareness for its frozen food line 'WILDish'. The company's creative team, '3℃1 (Sandwich)', produced a web commercial featuring celebrity 'Abareru-kun', creating a 'playful, high-energy video that deviates from traditional creative approaches,' which has received high praise both internally and externally.

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■ Shifting to 'Enhanced Appeal via Celebrity Endorsement' to Drive Awareness and Sales

Launched in 2019, the 'WILDish' frozen food series features an innovative design where the bag serves as both a microwave container and a plate. While the brand saw significant growth during the pandemic due to the rise of remote work, the company sought new strategies to further boost awareness and sales. With growing international interest in the product's functionality and an upcoming collaboration with a Korean company in the fall of 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 celebrity endorsement and impactful creative content.

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

For the web commercial production, the '3℃1' creative team produced two videos featuring Abareru-kun alongside 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 impressively convey the series name and functionality, the team proposed a multi-scene structure. While the initial concept focused on remote work, the final version incorporated diverse scenarios to leave a stronger impression, earning praise for its impact and creativity.

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

The two completed web commercials ('I Don't Think So' edition and 'WILDish Anytime' edition) utilize Abareru-kun's unique personality to create a playful narrative. The 15-second spots condense Abareru-kun's signature catchphrases, memorable sound effects, and a tempo designed to encourage viewer engagement and sharing. Furthermore, the campaign was integrated with in-store point-of-purchase (POP) materials.