Changing American Perception of MSG
Project Info
Client: Ajinomoto
Agency: Edelman
Date: September -December 2017
Category: Branding; Journalism
While umami–the taste sensation associated with savory foods and proteins–grew in positive awareness and interest in the US, MSG creator Ajinomoto wanted to bust the myths and make a push to shift the negative perception of their product. The US market is globally influential on issues of food safety, and our content travels quickly, especially to other English-speaking markets.
Edelman’s team signed me on as a foodservice journalist to provide key insights in a deep pitch deck for potential brand-forward content across four pillars and three audiences: chefs, dieticians/nutritionists and food-forward consumers, with a goal to shift the narrative in three years.
- Interviewed domestic and international executives and food scientists
- Provided deep research into the terminology and intersection of food science, flavor science and culinary inspiration
- Uncovered leads for outspoken MSG-positive chefs, food writers and bloggers
- Provided story angles on the effects of umami and MSG from a menu-building perspective
- Listed opportunities to harness Japanese-American dishes and condiments that have both naturally occurring and added MSG
- Angles to debunk MSG myths through education and scientific validation.