Unigiri in a bite: An Advertising Campaign of cattogiri meal an on-the-go onigiri meal among student at TUP Manila / Shaniah R. San Juan .--

Bchelor's thesis

College of Architecture and Fine Arts .-- Bachelor of Fine Arts Major in Advertising

Includes bibliographic references and index.

This mixed-method study aims to identify if having a Japanese kawaii theme art direction will help Cattogiri, an Onigiri brand, to build brand awareness through an advertising campaign.
This study also tackles the perception and preferences of Technological University of the Philippines - Manila students when purchasing food. To establish the advertising campaign, the Researchers created social media contents, printed marketing collaterals, and implemented public relations efforts to promote Cattogiri and its product. Moreover, the Researchers conducted a survey questionnaire with 110 students from the Technological University of the Philippines - Manila who had tried Onigiri by Cattogiri to analyze the campaign's effectiveness and to discover the connection of Japanese popular culture to students' interests. On the other hand, to discover the perceptions of students regarding the advertising campaign, another 4 students from the Technological University of the Philippines - Manila who are influenced by Japanese popular culture were interviewed regarding their experience and feedback about Cattogiri. The results have shown the effectiveness of the advertising campaign, and the connection of students' preferences when it comes to a product or brand to its interests and exposure to Japanese popular culture.