Signed by Cappuccino, the communication aims to demystify the fifth taste of the human palate and promote the use of monosodium glutamate
Ajinomoto do Brasil announced the launch of the “Umami Squad” campaign, which aims to demystify umami, the fifth taste of the human palate, through interactive and informative content.
Developed by Cappuccino, the team will include names such as Haruyuki Ozawa, Liz de Sá, Kauã Oberhuber, Vini Cordeiro, Rafael Ferrari and Momajima, who will produce videos on the subject over seven months, between August and February.
“With ‘Umami Squad’, we want to spread knowledge about the fifth taste. Working with digital influencers who already use and advocate the use of monosodium glutamate will allow us to demystify umami and educate the gastronomic community about the real benefits of AJI-NO-MOTO. We are confident that this project will help transform the perception of umami and enrich the culinary experience of Brazilians”, said Chiara Tengan, brand manager.
The contents of “Umami Squad” will cover several important topics such as the origin and discovery of umami, an explanation of what the fifth basic taste of the human palate is, myths about monosodium glutamate and its benefits, such as reducing bitterness, improving taste and increasing salivation, in addition to its role in reducing sodium in meals.
“We always look for creative solutions that resonate deeply with the audience we want to reach. With ‘Umami Squad’, our goal is to transform the perception of umami and AJI-NO-MOTO using the authentic voice of food influencers. The project was designed to be educational and inspiring, showing how this can enrich the culinary experience in a practical and delicious way”, added Vitor Elman, co-president and responsible for the creative part of Cappuccino.
