THE CHALLENGE

46% of Americans identify as clean eaters and misinformation about Monosodium glutamate (MSG) has rapidly spread within the clean-eating community. This belief has been shared by Goop, convincing many that it must be avoided at all costs, despite a lack of scientific evidence to support such claims.

For over 50 years, Ajinomoto, the leading MSG manufacturer, has faced xenophobia and paranoia stemming from a single letter-to-the-editor in a scientific journal. This letter raised doubts about MSG's safety, despite extensive research debunking such concerns. Both the FDA and WHO have declared MSG safe to consume. Nonetheless, only 7% of Americans hold a positive view of MSG.

To protect their brand, Ajinomoto needed to present the actual evidence and challenge the false narrative surrounding MSG and "clean eating."

THE STRATEGY

Gwyneth Paltrow and Goop's impact on millions of Americans' food choices is undeniable. 56% of Americans, actively avoid chemical-sounding ingredients, with 66% scrutinizing ingredient lists more than ever. #cleaneating boasts 750 million TikTok views, showcasing its popularity.

While Ajinomoto sought to have a conversation with Goop, access to Gwyneth Paltrow remained elusive. Nevertheless, her influential status was utilized to expose the misinformation perpetuated by Goop.

A formidable team, including comedian Jenny Yang, food scientist Tia Rains, and influencers Omnivorous Adam and Allie Tong, joined forces in a multi-channel initiative to educate the clean-eating community about the truth regarding MSG.

THE EXECUTION

To address the MSG misinformation, a compelling video was launched on social channels. Comedian Jenny Yang extended an invitation to Gwyneth Paltrow for a friendly conversation on MSG and clean eating, accompanied by a delightful, MSG-forward meal. Followers rallied to make #DinnerWithGoop a reality.

Renowned food creators collaborated to craft a tasting menu, doubling as engaging cooking content on social media. A dedicated website debunking clean-eating myths was created, complemented by targeted paid ads aimed at Goop and clean-eating fans.

In partnership with Instagram chef Saeng Douangdara, the dinner took place near Goop HQ, attracting press attention. Despite Gwyneth's absence, media coverage highlighted Goop's unscientific claims and dissemination of misinformation. Social platforms overflowed with consumer support, effectively restoring MSG's reputation.

Given the momentum and attention towards this campaign, Goop had no choice but to act, quietly updating articles and revising, or even removing, unscientific or incorrect claims. There was also a massive improvement in positive perceptions of MSG.