The encyclopedia · Advertising & PR · Marketing decision · 2023
Ajinomoto faked a #CancelPizza conspiracy to spring MSG on Gen Z.
Ajinomoto fought the MSG myth by launching its own satirical #CancelPizza movement, pointing out pizza is loaded with MSG too.
Ajinomoto Group
the move
Ajinomoto's long-standing 'MSG is safe' science messaging was losing ground with Gen Z, whose view of MSG was shaped mostly on TikTok, where conspiracy-style content spreads far faster than facts.
Instead of rebutting the myth, Ajinomoto joined its format and inverted it. The #CancelPizza account ranted that anyone who wants to cancel MSG must also cancel pizza — because it is packed with naturally occurring MSG in parmesan, tomato, pepperoni and garlic.
The premise was absurd enough to feel like a conspiracy, but the payload was true: MSG occurs naturally in everyday foods, so 'no MSG' was never coherent. Influencers duetted and stitched to reinforce the science, giving the fake movement credible supporters.
The result was 2.05 billion impressions, a 5.7% sales increase, a 39% lift in MSG favorability and a 65% rise in brand trust, with 70% of comments defending pizza — and, by extension, MSG.
why it works
- It uses the misinformation format that actually travels to get attention
- It makes the truth discoverable inside a joke rather than in a rebuttal
- It meets Gen Z on TikTok where they already form their opinion
- The audience defends pizza, so they argue the case for MSG themselves
what transfers
You rarely beat a misinformation format with a factual one; the format carries more force. Absorb it, keep the fact true, and let the joke teach — they defend what you were selling.
what came after
The campaign reached more than 27 million video views, earned 423 media placements and changed the minds of over 5 million Gen Z consumers, contributing to increased sales and trust. It was recognised at the Effie Awards in the Sustained Success category for Ajinomoto's multi-year effort to move America from 'No MSG' to 'Know MSG'.
references
- Most effective planning, research and evaluation in consumer communications
- Is MSG Making a Cultural Comeback?
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