MSG RECEIVED

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.

Agency: The Workshop (Speculative Project)
Client: Ajinomoto
Mentors: Teneka King

CW + AD: Me

TVC

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

PARTNERSHIPS

'MSG Received' Cards

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.

HALLMARK

'Send a MSG' Box

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

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.

  • Congrats

  • Thanks

  • Love

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

HELLO FRESH

PRINT & 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.