Know MSG (Selected Works)
Social • Client: Ajinomoto • Creative direction, copywriting, creative strategy
Decades of misinformation have given monosodium glutamate a bad rap.
So, in 2020, the Ajinomoto Group launched Know MSG, an initiative dedicated to educating people about the facts and flavors of MSG.
With the help of a talented team of registered dietitians, nutrition scientists, and diehard MSG enthusiasts, I helped debunk the harmful myths that feed the stigma surrounding MSG. From social posts and big, splashy campaigns to brand tone of voice, I had the unique opportunity to draw from my personal experience as an Asian American to give an extra layer of authenticity to this work.
Purpose & Advocacy
Debunking outdated beliefs around a harmless ingredients involves more than presenting facts, it means educating folks about the origins of those beliefs and sticking up for the communities that have incorporated MSG as a staple ingredient for generations.
Culture
Everything we created was in the name of celebrating umami. And to do that, we had to shine a light on the people, traditions, and culinary influences that have helped shape the culture of food we take part in every single day.
Fun
Sure, breaking down harmful culinary stigmas is big, important stuff—but doesn’t mean we can’t have a little fun while we’re at it.