Liberation wrapper

Freeing women from the spell of "ochobo"

by Serena L. Rosato
3 Love 2169 Visits

LIFESTYLE_ When something seems to go wrong, maybe it's time to rack your brain and find a smart solution that will relieve you.  While the spell of "ochobo" was ruining its earnings, the Freshness Burger company - a fast food restaurant from Japan - has definitely passed the test by inventing an ingenious solution.

In Japan, to open mouth big is regarded as a bad manner, especially for young female. This was the insight that kept female customers away from “Classic Burger” – the largest sized product. 

To lower the hesitation of female customers to eat a big hamburger, by taking away the worry of being seen as a bad mannered person, the company found the magic answer: the Liberation wrapper, the hamburger wrapper that covers peoples mouth with natural look, while opening a big mouth to eat the big burger.

 With very small budget of printing new design to existing hamburger wrapper, they could lower the hesitation of female customers. The wrapper cleverly touched the female insight, and was instantly recognizable / talk-able / shareable, which was essential feature for quick service restaurant category. This unleashed their long kept desire to enjoy the burger care-free. Also, gaining support of female customer to the product was important, as the Freshness Burger chain brand claims itself as a chain supporting natural lifestyle, well received by female, whose loyalty towards the chain was strengthened by the initiative. 

It was a success. Sales of “Classic Burger” to female customer was up to 213% compared to the previous month. It was featured in national TV network, as well as in happy voices of customers over their FACEBOOK pages, twitter and other social network media. Good work!!!  



    • Serena L. Rosato

      Serena L. Rosato


      Bari / Italy

      Architetto per vocazione, web writer per diletto. Progetta spazi e costruisce idee giocando con pixel e inchiostro, occhi curiosi e delicata ironia. Attenta ai dettagli e distratta dalle novità, costantemente alla ricerca della bellezza delle cose. Dichiarata dipendenza da viaggi, musei e scarpe. ____________________________________________________________ Architect by vocation , web writer for pleasure. She designs and builds spaces ideas playing with ink and pixels, curious eyes and de)