To Prove That Japanese Soil is Safe, Gardening Product Opens Soil Restaurant
Protoleaf sets out to prove that earth is safe from nuclear radiation
May 13, 2013
Japan has all-garlic restaurants and toilet restaurants, but how about some good old
earth to whet your appetitite? When gardening soil company Protoleaf wanted to show
that its product was completely free of nuclear radiation -- a serious concern due to
Fukushima -- it tapped TBWA/Hakuhodo to do so. The result was "The Soil Restaurant,"
which served a full meal by a Michelin-starred chef that used Protoleaf as the main
ingredient. For the low, low price of $110, the public could eat all the soil their hearts
and stomachs desired. Free media exposure amounted to over $8 million, and sales
surged 130% versus the previous year.