Telecy Supports Antway’s Tsuklio Rebranding with New TV Commercial Starring Yuko Oshima, Airing from May 14

Telecy Inc., a CARTA HOLDINGS group company that provides integrated marketing communication services centered on performance-driven TV commercials, announced that it will provide end-to-end support for Antway Inc.’s rebranding of its “home-cooked meal subscription” service. The support covers production of a new TV commercial starring actor Yuko Oshima, media planning, media buying, and performance analysis. The campaign will begin airing sequentially from May 14, 2026. Antway, whose mission is to “eliminate obligations from every household,” changed the service name from “Tsukurioki.jp” to “Tsuklio” in March 2026. As lifestyles become more diverse and people increasingly prioritize how they spend time in line with their values, housework still accounts for a significant share of daily life. With the rise of dual-income households, daily menu planning and cooking have become major burdens. Antway has therefore defined a new category: “home-cooked meal subscription.” Through this campaign, the company aims to build brand awareness following the rebranding, become the top-of-mind brand in the new category, and expand the number of new subscribing households. Telecy’s support includes casting Yuko Oshima, who has strong appeal and familiarity among the target audience; developing a catchphrase that symbolizes the brand message; planning and producing the TV commercial and key visuals; selecting and buying media in Kanto, Kansai, Shizuoka, and Hiroshima based on target viewing behavior; and visualizing and optimizing campaign results through tools including the patented “Telecy Analytics.” The campaign will run across TV commercials and YouTube ads. TV commercials will air from May 14 to June 13, 2026, in Kanto, Kansai, Shizuoka, and Hiroshima, and from June 14 to July 13 in Shizuoka and Hiroshima. YouTube ads will run from May 14 to June 13 in Kanto, Kansai, Shizuoka, and Hiroshima. The 15-second commercial is titled “Leave It All to Tsuklio!” According to the creative director’s comment, daily home cooking is far more demanding than it may seem. Parents need to consider children’s preferences, nutrition, and avoiding repetition with recent meals, while also planning menus, shopping, and cooking. This is especially difficult for working parents. The commercial therefore aims to present Tsuklio as a solution in a light and approachable way, using Oshima’s cheerful expression and callout together with a catchy sound logo. The catchphrase “Leave it all to Tsuklio” expresses the brand’s belief that while home cooking carries special meaning within household chores, families should also have the option to be freed from the obligation of making every meal themselves and use that time for richer moments together. Telecy hopes that entrusting home-cooked meals to professionals will become as natural a choice as using household support services has become for busy parenting generations. By featuring Yuko Oshima, who resonates strongly with people involved in housework and childcare, the campaign aims to transform the negative sense of guilt that users may feel, such as “Am I cutting corners?”, into a positive perception: entrusting cooking to professionals is a smart, modern, and normal choice. For media planning, the campaign selected Kanto and Kansai, where the target population is large, as well as regional core cities Shizuoka and Hiroshima as strategic areas for the initial phase of the rebranding. After airing, Telecy will use its patented Telecy Analytics technology to visualize responses and analyze precisely which areas and audience segments responded to the message. This will support medium- to long-term business growth rather than ending as a one-off campaign. Tsuklio is a home-cooked meal subscription service that delivers freshly prepared meals from dedicated kitchens without freezing them. Meals are delivered in bulk once a week, significantly reducing the time required for daily menu planning, shopping, and cooking. Users can enjoy weekly menus supervised by registered dietitians, combining main dishes and colorful side dishes from more than 1,000 menu items. Since launching in parts of Tokyo on February 2, 2020, the service has expanded to 46 prefectures, excluding Okinawa and some remote islands. Antway aims to support richer daily lives by expanding everyday choices and delivering flexible experiences that create more time and peace of mind. It seeks to build a society where people are not constrained by household obligations and can pursue what they want while living in their own way. Telecy provides integrated marketing communication services centered on performance-driven TV commercials, supporting client growth from strategy development and creative production to media buying and performance measurement.