CHALLENGE

MSG (Monosodium Glutamate) is one of the world’s most popular seasonings. But in the United States, it’s long been considered a toxin, associated with xenophobic stereotypes about “dirty” Chinese food. After years of trying to break through in the U.S., Ajinomoto, the world’s largest MSG producer, decided to tackle this deep-rooted racist misperception once and for all.

INSIGHT

We traced the origin of this myth back to a single term: Chinese Restaurant Syndrome (CRS). Despite zero evidence, the term morphed from a xenophobic fringe theory into household wisdom, and was ultimately legitimized by America’s most influential dictionary, Merriam-Webster. So, we had an idea: if we could get Merriam-Webster to acknowledge the science, and revise their official definition, maybe it would begin to unravel 5 decades of xenophobic food hysteria.

IDEA

Our only campaign asset was a Twitter video, aimed squarely @MerriamWebster. In it, we exposed the racist undertones of the term’s definition, and urged them to #RedefineCRS. Our hashtag went viral immediately, with thousands demanding action. The outcry from #RedefineCRS activists captured the attention of the mainstream media who began to resurface decades of research proving MSG’s safety. After weeks of pressure, trusted resources like Google, Wikipedia and Snopes all saw permanent updates to their entries on ‘Chinese Restaurant Syndrome’. But most importantly, Merriam Webster dictionary has officially redefined CRS to directly address the term’s problematic past. Thanks to a viral movement triggered by one video, Ajinomoto gave MSG a brighter future in America.

THE PRESS

THE MERRIAM-WEBSTER REVISION

MORE COVERAGE

THE RESULTS