The Hokuren Federation of Agricultural Cooperatives of Hokkaido, Japan, held a press conference in Sapporo City, Hokkaido, to announce a new advertising series featuring Masahiro Matsuoka, a former member of the Japanese pop-rock band TOKIO. The ad series features Matsuoka as the King of Milk Land to highlight the deliciousness and delightfulness of Hokkaido’s milk and dairy products. Hokuren aims to increase milk consumption, which is currently declining, by having Matsuoka, a Hokkaido native popular among people of all ages, as a PR man.
The campaign is part of the initiative named “Milk Land Hokkaido” that runs to boost milk consumption based on the funds from dairy product producers. The ads will air on TV in Hokkaido and online nationwide.
At the conference, Matsuoka introduced three types of hot milk beverages, including honey-flavored and matcha-flavored hot milk, by actually drinking them in front of the press. “It’s so sad that (milk) consumption is declining,” he said. “I’ll be happy if I can help more people learn about (the good things about milk) and enjoy it,” he stressed.
Matsuoka, the King of Milk Land (in Sapporo City, Hokkaido)