Calbee Co., Ltd. press release (2024.10.02) Calbee Co., Ltd. Saori Kimura (former female volleyball player) talks about the new character and the “secret to staying energetic in the morning”! “Frugra(R)” on October 2nd “Granola Day” “Awakening Sending Part 2” presentation ceremony & first unveiling of new brand characters held Calbee Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo, President and CEO: Makoto Ebara, hereinafter referred to as Calbee) announced the “Awakening Sending” initiative, which was implemented this spring by Frugra (R), the No. 1 selling cereal brand (*1). Due to its popularity, we have decided to hold the second edition this fall. At the same time, the brand character of “Frugra (R)” will be renewed. In line with this, Calbee held a press conference on Granola Day (October 2nd), a presentation ceremony to commemorate the start of the second edition of Awakening Sending Money, and the first unveiling of the new brand character. I did.
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https://prcdn.freetls.fastly.net/release_image/30525/1416/30525-1416-dd1f43698b3a056cb906e8ab3e29e450-2432×1824.jpg At the presentation, Tsuko Oomoto, brand manager of the Oats Department of Calbee Marketing Division, announced the holding of the “Awakening Sending Part 2″ for those of you who work hard, and explained this fall’s brand strategy. Oomoto said, “’Frugra(R)’ started as a ‘Fruit Granola’ brand in 1991, and has been supporting many people’s breakfast for over 30 years.Through this initiative, we are We hope to support the creation of a habit of eating breakfast and help solve the social issue of skipping breakfast.” Next, as a representative of the campaign theme “You do your best”, after being active as a volleyball player on the All Japan national team, she is active in multiple activities in addition to being a housewife, and is energetic from the morning! We held the “Awakening Remuneration” presentation ceremony, where we welcomed Saori Kimura, who embodies the concept, as a guest. Calbee presented Saori Kimura with a set of “Awakening Sending Money”. When asked about the secret to staying active in the morning, Saori Kimura explained the importance of breakfast, saying, “Eat what you like!” In addition, the new brand characters “Goo Goo and La La La” were unveiled for the first time. “Goo Goo and La La La” are characters created to cheer up people who eat cereal and make their mornings more energetic. At the recital, he and Saori Kimura performed the “Goo Goo Pose” that brightens up Japanese mornings in a bright and cheerful manner. Calbee’s “Frugra (R)” conveys the importance of breakfast habits through “Awakening Money” and “Characters” so that everyone who is working hard can eat breakfast and stay healthy. *1 INTAGE SRI Data: Serial cumulative sales amount from April 2023 to March 2024 “For those of you who work hard, wake up your allowance” WEB campaign In April of this year, Calbee launched a new initiative called “Awakening Sending Money” to support Calbee in building the habit of eating breakfast during the spring, when new lifestyles tend to be disrupted. Approximately 13,000 people applied for the first round of “Awakening Allowance” and it became a hot topic on social media.In addition, the “Awakening Allowance” large packaging event held at Ariake Garden in Tokyo was held within about 2 hours from the start. It was very popular, reaching the planned number of distributions. This time, the second edition, we will deliver an original Frugra (R) set to 100 people selected by lottery from those who apply using the special application form. The second edition is aimed at “those of you who work hard” and will support you in creating the habit of eating breakfast to turn on your morning energy.
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https://prcdn.freetls.fastly.net/release_image/30525/1416/30525-1416-8fb733449c81e88861aea535f63684e7-625×395.jpg [“Awakening allowance for those who work hard” campaign] Calbee will deliver an original Frugra(R) set to 100 people who apply through the application form and win the lottery. ■Application period: October 2, 2024 (Wednesday) 12:30 to October 8, 2024 (Tuesday) 23:59 ■How to apply: Enter information from the application form and apply. Winners will be notified by e-mail and the product will be shipped. ■Application form: From the Awakening Shokuryo special website
https://www.calbee.co.jp/frugrashiokuri/ ■Winning details: 750g Frugra (R) x 2 bags
350g Frugra(R) Carbohydrate Off x 1 bag 26g Frugra(R) balls x 2 bags
26g Frugra(R) balls almond chocolate flavor x 1 bag 26g Frugra(R) balls caramel nut flavor x 1 bag Frugra (R) lightweight spoon x 1
https://prcdn.freetls.fastly.net/release_image/30525/1416/30525-1416-5afc3849a8fd8eeecdc6c15f4c3b9edb-602×430.png New character “Goo Goo and La La La”
https://prcdn.freetls.fastly.net/release_image/30525/1416/30525-1416-a866df2a7491052577cf8c8060bf846a-526×570.png Left・GooGoo Right・Lalara Goo Goo and La La La are characters created to make the mornings of cereal eaters more energetic and to cheer everyone on. Goo Goo, the rabbit-like fairy from Frugra(R), finds various good things about everyone and praises them, saying, “Good, good”, and her partner spoon, “Lalala”, praises them. I take it and sing happily. A super positive character duo will liven up Japanese mornings with “Frugra(R)” in a lively and bright manner!
