Prepare for Fugu

Sapporo is continuing its “So Pour a Sapporo” platform with “Prepare for Fugu,” a new campaign from Australian indie agency Sunday Gravy offering consumers in Australia and New Zealand the chance to experience one of Japan’s most legendary culinary traditions. Consumers who purchase Sapporo can enter to win a fugu dining experience in Japan, where the potentially poisonous delicacy can only be prepared by highly trained, licensed chefs.

To launch the campaign, Sapporo has created a cinematic short film inspired by Japanese psychological thrillers. The film blurs reality and imagination as the fear of being poisoned begins to take over, building an escalating sense of tension and unease around the ritual of eating fugu.

The campaign continues the “So Pour a Sapporo” idea of slowing down and appreciating experiences shared over a beer. Sunday Gravy said the life-or-death precision involved in preparing fugu makes the dining ritual an experience that demands complete attention, while the campaign gives audiences the opportunity to experience that tradition for themselves.

“Prepare for Fugu” launches nationally across film, cinema, OOH, PR, on-pack, on-premise, digital, social and retail. By combining a dramatic film with a real-world prize, the campaign turns Sapporo’s Japanese heritage into an experience that extends well beyond the beer itself.