Steadily expanding the Kadoya fan base and strengthening marketing and proposal-based sales
First written in FY2022. 8 of 11 entries say "Advanced", first in FY2023-Q1. Latest entry: 2026-08-03.
The whole theme swung hardest in 2020: 1 of 9 companies on the "Worse" side.
10 other companies' latest entry also says "Restated".
- 2026-08-03RestatedEarnings presentation
「Taking into account the execution of initiatives centered on fan-based management and seasonal factors, the earnings forecast remains unchanged.」
The company continued executing initiatives centered on fan-based management and left its earnings forecast unchanged. - FY2026AdvancedAnnual report
「In the consumer business, to expand the “かどや fan” base and enhance brand value, we distributed Web video advertisements and TV commercials highlighting the difference between pure sesame oil and blended sesame oil. We also used food trucks to provide an experiential understanding of the uses and value of pure sesame oil through menus developed in collaboration with other food manufacturers in various locations. These initiatives promoted demand creation without relying on price-based appeals, and sales volume increased year on year.」
As part of its fan-based management initiatives, the Company expanded experiential customer engagement through Web videos, TV commercials, food trucks and collaborations with other companies, contributing to higher sales volume. - 2026-05-13AdvancedEarnings
「In the household-use segment, to expand the Kadoya fan base and enhance brand value, we distributed online video advertisements and television commercials highlighting the differences between pure sesame oil and blended sesame oil. We also used food trucks to convey, through menus developed in collaboration with other food manufacturers in various locations, how pure sesame oil can be used and the value it offers through hands-on experiences. As a result of promoting demand creation without relying on price-based appeals, sales volume increased from the previous fiscal year.」
Fan-based management initiatives expanded beyond video advertising and television commercials to experiential promotion using food trucks, and the company also reported an increase in household-use sales volume. - FY2026-H1AdvancedAnnual report
「As a marketing investment during the current interim consolidated accounting period, we distributed a video built around the key message “The familiar taste that makes us a family,” telling the story of continuing to create food-related happiness while remaining close to everyday life. As a result, in August 2024 we received the Gold Award for Film Advertising at the 77th Dentsu Advertising Awards, presented to advertisers that have implemented outstanding advertising communications.」
Regarding enhancement of brand value through fan-based management, the Company stated the specific achievement of distributing video content using a key message and receiving the Gold Award for Film Advertising at the Dentsu Advertising Awards. - FY2025-H1AdvancedAnnual report
「As a marketing investment during the current interim consolidated accounting period, we distributed a video built around the key message “The familiar taste that makes us a family,” telling the story of continuing to create food-related happiness while remaining close to everyday life. As a result, in August 2024 we received the Gold Award for Film Advertising at the 77th Dentsu Advertising Awards, presented to advertisers that have implemented outstanding advertising communications.」
As a marketing investment, the Company distributed video content and received the Gold Award for Film Advertising at the Dentsu Advertising Awards in August 2024. - FY2024-Q3AdvancedAnnual report
「We have implemented initiatives to stimulate demand and create “かどや fans,” including soliciting stories related to “かどやの純正ごま油,” planning to turn popular entries into animated content, and giving entrants prizes by lottery, such as hotel vouchers in Shodoshima, Kagawa Prefecture, the birthplace of the Company.」
For the 55th anniversary campaign, the Company implemented specific customer engagement initiatives, including soliciting stories, turning them into animated content and offering prizes, thereby promoting the creation of “かどや fans.” - FY2024-Q1AdvancedAnnual report
「As part of the initiatives under the medium-term management plan “ＯＮＥ Ｋａｄｏｙａ 2025,” we have implemented measures to establish direct contact with consumers, including operating the “goma to” café, which promotes the appeal and diverse uses of sesame through menus made with our products, and the interactive fan community website “ごまラボ,” which enables the exchange of information about sesame. We have also run a campaign commemorating the 55th anniversary of the launch of “かどやの純正ごま油.”」
The Company continued operating the “goma to” café and “ごまラボ” and expanded initiatives to establish direct contact with consumers and acquire “かどや fans,” including by running a campaign commemorating the 55th anniversary of the launch of 純正ごま油. - FY2023-Q3RestatedAnnual report
「Meanwhile, as part of the initiatives under the medium-term management plan “ＯＮＥ Ｋａｄｏｙａ 2025,” we have actively worked to acquire “かどや fans,” including by opening the “goma to” café, which promotes the appeal and diverse uses of sesame through menus made with our products, and launching “ごまラボ,” an interactive fan community website for exchanging information about sesame.」
The Company continues initiatives to acquire “かどや fans” through the “goma to” café and the fan community website “ごまラボ.” - FY2023-Q2AdvancedAnnual report
「In the consumer business, in addition to initiatives to acquire “かどや fans” over the medium to long term, including opening the “goma to” café, which serves menus made with our products, and launching the sesame fan community website “ごまラボ,” we implemented promotional measures such as sponsoring cooking classes as measures to prevent infectious diseases, including vaccination, became widespread, as well as WEB advertising, including SNS, targeting demand for home cooking.」
In addition to the “goma to” café and “ごまラボ,” the Company continued and expanded initiatives to acquire かどや fans and engage with customers, including sponsoring cooking classes and WEB advertising, including SNS. - FY2023-Q1AdvancedAnnual report
「As part of the initiatives under the medium-term management plan “ＯＮＥ Ｋａｄｏｙａ 2025,” we have actively worked to acquire “かどや fans,” including by opening the “goma to” café, which promotes the appeal and diverse uses of sesame through menus made with our products, and launching “ごまラボ,” an interactive fan community website for exchanging information about sesame.」
To acquire “かどや fans,” the Company opened the “goma to” café, which serves menus made with its products, and launched the interactive community website “ごまラボ,” thereby implementing specific marketing and customer engagement initiatives. - FY2022First statedAnnual report
「• Steadily expanding the かどや fan base, including strengthening marketing and consultative sales」
As a business strategy under the medium-term management plan “ＯＮＥ Ｋａｄｏｙａ2025,” the Company organized its existing individual advertising and promotional initiatives under the concept of expanding the “かどや fan” base, and explicitly identified stronger marketing and consultative sales as the means of achieving this.