Convenience store 7-Eleven has launched a new Japanese marketing campaign, using its growing Konbini-inspired range as a new benchmark to elevate food perceptions and attract a broader customer base.
More than one million Australians visited Japan last year, and 7-Eleven Japan has grown to become a cult favourite hotspot for Gen Z tourists. The brand is now leveraging the global demand locally in a new multimillion-dollar nationwide campaign.
The creative spotlights Japanese icons such as traditional onigiri, egg salad roll and gyoza, as well as other customer favourites including Coolish frozen desserts, Umami Japan Bakery products, Boss Coffee, matcha flavour ranges, and Hi-Chew confectionary.
“In recent years, Japan has become a defining force in global culture, creative expressions and tastes. Australians have been flooding our social DMs asking for these Japanese Konbini icons and we’ve listened. The customer demand has been phenomenal as we’ve scaled the ranges, and in the next 12 months we expect to sell millions of our Japanese icons.” said Adam Jacka, general manager marketing, 7-Eleven Australia.
“Our ambition is to be a trusted destination for food and beverages that all Australians can rely on in their local neighbourhood and expanding our range, quality and flavour profiles are key to that. This campaign isn’t just about Japanese icons. It’s about lifting customer perceptions across our entire food and beverage offer and showcasing there’s more than you imagined at your local 7-Eleven!”
The campaign by Clemenger BBDO leans heavily into Japanese language and visual cues, leveraging the bold colours of 7-Eleven with striking graphics and introduces new Japanese characters representing the food icons.
“We went all in on a Japanese authenticity that 7-Eleven is uniquely positioned to offer,” added Amy Weston, executive creative director at Clemenger BBDO, “We wanted to bring real Japanese flavour to life, in a fun and iconic way.”
The campaign launches this week nationally in 765 stores nationwide and through media across OOH, Radio, Social, with influencer partnerships, My 7-Eleven loyalty promotions, and on Uber, Door Dash and 7NOW Delivery, with media handled by PHD.
Campaign highlights include a distinctive 3D OOH placement in Melbourne’s CBD.
