Ajinomoto: #TakeOutHate
Ajinomoto faced a crisis as its primary B2B customers - Asian restaurants - closed at alarming rates due to COVID-19 and rising xenophobia. Edelman New York was tasked with supporting these businesses and the Asian American community while continuing to dismantle the racist myths surrounding MSG. They needed to mobilize consumers to take immediate action to save the industry that sustains the brand.
Creative Idea
Reframed the vanity of social media food photography as a powerful form of anti-racist activism.
Ajinomoto fought the surge of anti-Asian xenophobia during COVID-19 by reframing food photography as activism, urging Americans to 'Take Out Hate' by ordering from struggling Asian restaurants and sharing their meals on social media to combat bias.
Fighting Xenophobia with Shrimp Dumplings and Drop Kits
Directing Through the Lockdown Lens
To navigate 2020’s strict quarantine protocols, production company ArtClass and director Maya Margolina utilized a "drop kit" strategy. They shipped sanitized equipment packages - containing an iPhone, a shotgun mic, and a two-light setup - to the homes of celebrities like Harry Shum Jr. and Margaret Cho. Margolina directed the talent via Zoom, while the stars acted as their own crew, uploading raw footage to a shared iCloud album in real-time for instant agency review. To ensure authenticity, the talent used their own favorite local Asian takeout as props rather than staged food.
Linking MSG to Modern Bias
The campaign served as a critical pillar of the "Know MSG" platform, which aimed to dismantle the "Chinese Restaurant Syndrome" myth. Pepper Teigen (mother of Chrissy Teigen) provided a highlight by revealing she had "secretly" used MSG for years, even serving it to guests who claimed to be allergic. This narrative helped bridge the gap between historical stigma and the pandemic-era reality where Asian restaurants were closing at twice the rate of other categories. By the end of the initiative, Ajinomoto reported that 34 million Americans shifted their stance on MSG from "avoiders" to "believers."
Action Communications as Activism
Beyond social awareness, the brand committed $100,000 to the Asian American Legal Defense and Education Fund (AALDEF). Tia Rains, VP of Customer Engagement at Ajinomoto, noted that the brand was "no stranger to the impact of unfair stigma," positioning the chemical manufacturer as a cultural defender. This approach became a flagship case study for Edelman’s "Action Communications" philosophy, proving that brands must execute tangible advocacy to remain relevant during a social crisis.
Creative Strategy Deconstructed
Company
A global food leader with a history of fighting the racist 'Chinese Restaurant Syndrome' stigma surrounding its core product.
Category
Food brands often stay silent on political issues, focusing on product quality or convenience rather than social justice.
Customer
Consumers felt helpless against rising hate but were already habituated to ordering takeout and sharing food photos online.
Culture
The pandemic triggered a xenophobic backlash against Asian businesses, causing them to close at twice the rate of others.
Company
A global food leader with a history of fighting the racist 'Chinese Restaurant Syndrome' stigma surrounding its core product.
Category
Food brands often stay silent on political issues, focusing on product quality or convenience rather than social justice.
Strategy:
Reframe a common social habit as a tool for political activism to protect a vulnerable community.
Customer
Consumers felt helpless against rising hate but were already habituated to ordering takeout and sharing food photos online.
Culture
The pandemic triggered a xenophobic backlash against Asian businesses, causing them to close at twice the rate of others.
Strategy:
Reframe a common social habit as a tool for political activism to protect a vulnerable community.
Strategy Technique
Make the Brand the Hero of a Bigger Fight
Ajinomoto moved beyond selling MSG to championing the entire Asian restaurant industry, positioning itself as a defender of Asian culture against systemic bias and pandemic-fueled xenophobia.
Explore Technique
Creative Technique
Fight stereotypes
The campaign directly addresses the 'sneaky racism' of avoiding Asian food during the pandemic, using celebrity voices to dismantle the harmful stigma and xenophobia affecting Asian-owned businesses.
Explore Technique
Craft Breakdown
The campaign excels through sharp copywriting that turns a mundane social media habit into a meaningful act of protest. The authentic, unpolished acting from the celebrity cast makes the message feel personal and urgent.
The script cleverly reclaims the 'food photo' trope as a tool for social justice with the 'Take Out Hate' pun.
The cast delivers a perfect balance of genuine anger and lighthearted charm, making the PSA feel like a conversation with friends.
