The countdown is officially underway for the Cairns Crocodiles Awards 2027. Meaning you only have 155 days to get your entries in at the more appetising early bird rate.
If you haven’t already entered the 2027 Cairns Crocodiles Awards, you can do so now!
As we announced last week, to celebrate the lead up to the prestigious Awards ceremony, we will be spotlighting some of the great work that won Awards at this year’s Cairns Crocodiles, as well as extravagant campaigns that caught our eye across the entire APAC region.
First we spotlighted the 2026 Grand Prix Winner, which was Dentsu Japan for its work on Suntory’s ‘Mahjong Coffee’ campaign.
This week we have decided to have a look at the Radio & Audio Campaign Winner, as after all today is the day of the sixth radio ratings of the year.
Taking home the gold Crocodile for this extremely competitive category was also Detsu Japan for its ‘Voice of Food’ campaign for Ajinomoto.
Voice of Food set to attack Ajinomoto’s problem which it expressed “hid in plain sight”.
Its recipe platform reached millions of people, but around 300,000 visually impaired people in Japan were being left out. Not deliberately, but because the recipes relied heavily on visual descriptions.
Phrases like “golden brown” and “caramelized” appeared 5,400 times, making recipes difficult for blind cooks to follow, even with text-to-speech.
The answer wasn’t simply to add more accessibility tools. Ajinomoto set out to rethink how recipes could be written for people who cook by listening.
The goal was to create an audio-first way of describing food that could work across its 100 most popular recipes, and eventually be used well beyond them.
Ajinomoto worked with blind culinary creator Miki to rethink how recipes were written, using sound, texture and smell to replace the visual instructions.
Together, they rewrote Ajinomoto’s top 100 recipes for people who cook by listening. The work then grew into a cooking show, a school program and a new way of making recipes more accessible.
It started with a simple idea: if you can’t see the recipe, make it work through sound.
The campaign that also won a Bronze Lions reached 23,604 users, with 120 per cent higher engagement versus Ajinomoto’s standard recipe sites.
It generated more than 160 million earned media impressions, featured by 10 major cooking and recipe outlets, and achieved 4.9 million social impressions, sparking nationwide conversation about inclusive design.
The campaign also achieved 99 per cent positive brand sentiment, strengthening Ajinomoto’s perception as both an innovator and a socially responsible brand.
And it drove real-world behavioural change. Following the campaign a high school for the visually impaired launched a new cooking club, supporting student independence and life skills.
Has this exceptional campaign motivated you to put your best work forward? Enter the 2027 Cairns Crocodiles Awards now!
