MADE IN JAPAN ENCOURAGES CONSUMERS TO LIGHTEN UP
By Adnews Staff
Quick-service Japanese restaurant chain Made in Japan Teriyaki Experience has begun a national six-week customer awareness campaign. The "Lighten Up" initiative is intended to promote the healthy aspects of the restaurant's food. Made In Japan, which has 59 locations in Canada, prepares its stir-fry meals with water instead of oil. Nick Veloce, vice-president and chief operating officer of Donato Food Corp., which owns the chain, said the time was right to start a campaign. "For over 16 years Make In Japan Teriyaki Experience has been serving our customers low fat, low calorie, highly nutritious and balanced meals," he said. "With this campaign we hope to attract new clientele and reinforce our commitment to healthy eating with our existing customers." In-store materials for the campaign, including counter cards, brochures and tray liners, were created by Boatwater of Toronto. Public relations are being handled by Fishbowl Communications of Toronto.