JFOODO is the Japan Food Product Overseas Promotion Center, which promotes Japanese food and drink to audiences around the world. As part of its Sake Seafood Sensations campaign, it set out to introduce UK diners to the versatility of sake.

The challenge

Sake has a complexity and versatility that isn't well understood or appreciated in the UK. The campaign needed to change that where it mattered most: at the table, in selected restaurants across the country. The challenge was to showcase sake's pure flavour profile and diverse range of styles in a format short enough to be picked up and read over a meal.

The solution

I wrote a short pamphlet to sit on the table of selected restaurants across the UK as part of the Sake Seafood Sensations campaign.

The copy showcases sake's pure flavour profile and its diverse range of styles, giving diners a simple way to see what makes the drink so versatile and to feel more confident exploring it.