Japanese fast-food chain invents a mask for women to eat burgers

A fast food restaurant chain discovered that Japanese women don’t like to eat big burgers because they are ashamed of opening their mouths wide. So they invented this clever paper holder to hide their mouths while stuffing their face like piggy men. The invention was a huge success.

The company claims that consumption of big burgers among female clients jumped 213 percent when it was introduced.

Why I’m curious:

Here’s a great example of digging deep into consumers’ behavior and diving into an untapped market.  When planning for your next campaign, find cultural and hidden social behaviors in your consumers to find inspiration.

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