CHǓYǏNG
REBECCA CHEN


Rebecca Chen is a Copywriter

Crafting wordstrings @ Translation
Previously @ Mother New York

Work
Translations
Art

About

MSG Received

SPEC Agency: The Workshop
Client: Ajinomoto

Mentors: Teneka King
CW: Rebecca Chen

Getting at-home chefs to see MSG as their secret flavor weapon by dispelling racist myths and highlighting its abilities.

Food is used similarly to language: to convey thoughts and emotions. But sometimes, when taste falls flat, it fails to deliver the message you want to send. MSG is spelling, punctuation, word order, etc.— everything needed to prevent your words from being misconstrued.

Silent MSGs

TVC

Taking inspiration from silent films, this 30” depicts the unspoken words communicated through food and how Ajinomoto ensures its safe delivery.





Hallmark
MSG Received Cards

PARTNERSHIP

When plates are clear and bellies are full, a little momento in the form of a card is there to capture the 'MSGs' at-home chefs sent through their cooking.

Ajinomoto will partner with Hallmark to create a line of greeting cards based on MSGs people want to send through food.






Hello Fresh
Send A MSG Box

PARTNERSHIP

Ajinomoto & HelloFresh will create meal prep boxes that at-home chefs will be able to custom design depending on what 'MSG' they're trying to send.

Each box will include:
  • Ingredients + MSG packet
  • Recipes
  • MSG fact sheet
  • MSG Received Hallmark card
  • #MSGReceived Action card




Hello Fresh
Food For Thoughts Cookbook

PARTNERSHIP

Alternatively, at-home chefs can order a cookbook with recipes developed by Ajinomoto & HelloFresh.

Each section will be divided by the type of messages they want to send.
  • Congratulations
  • Thanks
  • Love

Facts about MSG will be sprinkled throughout to aid in mythbusting misconceptions about MSG.



OOH


How do messages manifest in real life? Perhaps it exists within a comforting bowl of soup after a rejection letter. Or maybe a plate of pasta. 


BACK TO THE WORK
从天而降 as in my book suddenly appeared before you, must be fate!