Expansion of Advertising and Promotional Activities
First written in FY2023-Q3. 7 of 15 entries say "Advanced", first in FY2023. Latest entry: FY2027-H1.
The whole theme swung hardest in 2025: 1 of 7 companies on the "Worse" side.
7 other companies' latest entry also says "Advanced".
- FY2027-H1AdvancedAnnual report
「Overall, a range of initiatives proved effective, including television commercials launched in connection with the renewal of BASE BREAD Chocolate, outbound calls targeting former subscribers, and campaigns encouraging former subscribers to return through OMO (Online Merges with Offline) linking the company’s own e-commerce site with wholesale sales, driving a steady increase in revenue. Revenue in the second quarter was particularly strong at ¥4,375.859 million, up 16.7% year on year and 10.0% from the previous quarter.」
The company states that it implemented specific advertising and promotional initiatives, including television commercials, outbound calls to former subscribers and return campaigns using OMO, which also contributed to higher revenue. - FY2026RestatedAnnual report
「In response to changes in advertising market conditions, we focused on disciplined advertising operations with an emphasis on ROI, resulting in revenue of ¥10,036,806 thousand, up 3.2% year on year.」
Rather than expanding advertising investment without limit, we continue to manage it efficiently and with discipline, with an emphasis on ROI, contributing to growth in sales through our proprietary e-commerce channel. - FY2026-H1SoftenedAnnual report
「From October 2025, we plan to roll out a collaboration campaign with the popular character "Sumikko Gurashi" across all channels.」
While a new collaboration campaign across all channels is planned, the six-month period ended was described as having "no particularly significant promotional initiatives" and being a "lull in promotional activities," indicating that promotional activity has been weak recently. - FY2025SoftenedAnnual report
「In third-party e-commerce channels, we curtailed advertising investment based on strategic resource allocation.」
In third-party e-commerce channels, we shifted to a policy of curtailing advertising investment, moving the focus from expanding advertising to targeted allocation and efficiency. - FY2025-H1AdvancedAnnual report
「By strengthening our products through the new products and renewals described above, as well as strengthening promotions centered on these products,」
We strengthened promotions centered on new products and renewals, and advertising expenses for the six-month period ended amounted to 1,697,849 thousand yen. - FY2025-Q1AdvancedAnnual report
「In third-party e-commerce channels, we resumed advertising investment that had been curtailed following the announcement of the voluntary recall of certain products in October 2023. As a result, sales through third-party e-commerce channels amounted to 225,549 thousand yen.」
Advertising investment in third-party e-commerce channels, which had been curtailed following the voluntary recall, was resumed, marking concrete progress in restarting promotional activities. - FY2024-Q3SoftenedAnnual report
「In addition to an increase in subscription cancellations following the announcement of the voluntary recall of certain products, the number of regular purchasers remained weak because advertising for new customer acquisition was temporarily suspended.」
The expansion of advertising and promotional activities weakened, with advertising for new customer acquisition temporarily suspended following the voluntary recall of certain products. - FY2024-Q2RestatedAnnual report
「In our proprietary e-commerce channel, subscription membership grew as a result of web advertising aimed at customer acquisition and increasing awareness, the expansion of stores in the retail channel (wholesale sales), which further increased awareness and provided opportunities to experience the products, and an increase in customers starting subscription purchases through our proprietary e-commerce channel.」
Web advertising aimed at customer acquisition and increasing awareness continues. - FY2024-Q1RestatedAnnual report
「The implementation of web advertising to acquire customers in response to this opportunity drove growth in subscription membership for our proprietary e-commerce channel.」
Web advertising aimed at customer acquisition continues. - FY2023AdvancedAnnual report
「In our marketing activities, we implemented web advertising to increase awareness and acquire customers, expanded TV commercial broadcasts nationwide, and introduced initiatives such as the "Ichinen Point Pack" to improve retention.」
In addition to web advertising, TV commercials were expanded nationwide, and initiatives to improve retention were added. - FY2023-Q3First statedAnnual report
「In our marketing activities, in addition to web advertising, we expanded the broadcast areas for TV commercials and conducted free-shipping campaigns.」
Web advertising, expansion of TV commercial broadcast areas and free-shipping campaigns are cited as specific initiatives.