#RedefineCRS

Ajinomoto, the world’s largest maker of MSG, set out to change the sentiment of MSG in America. You may not know this, but the fear around MSG is rooted in xenophobia and racism. We decided to tackle that.

The myth started with a term “Chinese Restaurant Syndrome,” which came from a letter written a long time ago. The author said the symptoms he was experiencing could be from the MSG he had at a Chinese Restaurant or a wide range of other things. It spiraled from there. In fact, “Chinese Restaurant Syndrome” is defined in Merriam Webster.

We grabbed some famous people and put out a call to action on Twitter to #RedefineCRS. Merriam Webster changed the defintion.

Awards:

• 2020 Shorty Awards

  • Winner in Multicultural Community Engagement, Hashtag

  • Finalist in Food & Beverage, Twitter Video

• 2020 Webby Awards

  • Honoree in Advertising, Media & PR

  • Honoree in Best Viral PR Campaign 2020