Tokyo, Japan, December 16, 2009 – A campaign created by Dentsu Public Relations Inc. to re-brand rice from Japan’s northern island of Hokkaido has won the Grand Prix at the 12th Japan PR Awards sponsored by the Public Relations Society of Japan.

The prize announced by the panel of judges at a PRSJ presentation held on December 10 marked the second year in succession that Dentsu PR has won Japan’s foremost public relations award.

The object of the campaign, launched in 2005, was to change public perceptions about rice grown in Hokkaido, where low brand recognition and a lack of consumer knowledge had negatively impacted sales of the island’s rice brands.

Despite the fact that Hokkaido produces top-quality rice with some of the highest production figures among all of Japan’s 47 prefectures, rice brands grown in other areas of Japan were more widely recognized. This was preventing Hokkaido farmers from securing a premium for their rice and causing them financial hardship.

Research conducted by Dentsu PR with a local university and an agricultural research institute determined that strong brand names led consumers to believe that certain types of rice are tastier than others.

Dentsu PR’s highly successful campaign created a new image for the Hokkaido brand that allowed for prices to be increased.

“I am very pleased that our PR campaign could successfully change the perception of consumers and delivered the message that there are many excellent rice brands in Hokkaido. We would like to contribute to the economic development of not only Hokkaido but also of other local regions through PR,” commented the senior manager of Dentsu PR’s Communication Design Division and campaign project leader, Kanji Sakai.

Such is the enhanced popularity of Hokkaido rice that major Japanese airlines serve Hokkaido rice with meals for first class passengers, Sakai notes. “We are proud that the judges recognized our efforts and awarded us the Grand Prix.”

Dentsu PR also won accolades for the public affairs campaign implemented for the Japan Dairy Council and for an event campaign executed in Shanghai for Japan External Trade Organization. A total of thirty campaigns from competing organizations were entered for this year’s PRSJ awards..

“I am very pleased that we could win the Grand Prix for the second consecutive year. We also won two category awards taking the total number of awards secured by our agency in 2009 to eight, including those we won overseas,” said Shigeki Ishimatsu, President of Dentsu PR. “I appreciate the support of our loyal clients who have continued to rely on us and enabled us to achieve success.”

About the Public Relations Society of Japan

The Public Relations Society of Japan (PRSJ) undertakes a wide range of activities under its own initiative and facilitates joint research and interchange for the advancement of public relations. It conducts seminars to train those new to the field, organizes regular lectures, study sessions and research projects, hosts workshops and field trips, publishes the PR Quarterly and monthly PRSJ News as well as the Japan PR Handbook (in Japanese). It also collects and disseminates PR literature and materials and interacts with international PR associations overseas, including the International Public Relations Association. The PRSJ has been hosting the annual Japan PR Awards since 1998, for outstanding PR in the fields of business, culture/sports, society, and education/research, and the PR Awards since 2001, for noteworthy work in the fields of corporate, product and public awareness PR.

For more information about the Public Relations Society of Japan, please see


About Dentsu Public Relations Inc.

Dentsu Public Relations has been Japan’s largest public relations agency since its inauguration in 1961. As a pioneer in the field in Japan, the company has been helping Japanese and foreign clients communicate with their critical stakeholders – consumers, governments, investors, employees and communities. Headquartered in Tokyo with a branch in Osaka, Dentsu PR has 220 employees and is a wholly owned subsidiary of Dentsu Inc.

For more information on Dentsu Public Relations Inc., please visit