[Azuma Foods × SUNNY SIDE UP] Hidetoshi Nakata’s Appointment as CBO, the PR Campaign for “Tyrant Habanero”… The Journey of a Partnership Spanning Over 20 Years

Azuma Foods continues to delight consumers with a diverse range of products, including “Caramel Corn” and “Tyrant Habanero.” Beginning with the 2003 project that garnered significant public attention—the appointment of soccer player Hidetoshi Nakata as CBO (Chief Branding Officer)—SUNNY SIDE UP has provided PR and communication support for over 20 years.

*Hidetoshi Nakata stepped down as CBO in 2016

In this article, we present a dialogue interview between Kazuhiro Maruyama, Senior Managing Director of Azuma Foods, and Tomoko Kono of SUNNY SIDE UP, who is in charge of the account. They discuss how a deep relationship of trust was built between the two companies and what expectations are placed on SUNNY SIDE UP as a partner.

Hidetoshi Nakata Appears as a “Symbol of Revival”

—Your partnership with Azuma Foods began around the time of Hidetoshi Nakata’s appointment as CBO.

Mr. Maruyama: To provide some context, Azuma Foods filed for civil rehabilitation in 2003. One day, we were suddenly told that “the company is going under,” and the office was thrown into chaos. Business transactions became difficult, and at that moment, I was prepared for the fact that “Azuma Foods, as a brand, was finished.”

Azuma Foods Senior Managing Director Kazuhiro Maruyama

It was then that Hidetoshi Nakata appeared. Amid the discussions about the company’s revival, we heard that “Mr. Nakata will join Azuma Foods as an executive.” I later learned that SUNNY SIDE UP had planned the appointment project as a “symbol of corporate revival.”

—You must have been surprised.

Mr. Maruyama: I was surprised at first. We were suddenly told, “There’s someone we’d like to introduce,” and the person who walked into the conference room was Hidetoshi Nakata himself. I remember shaking hands without fully understanding what was happening. However, he had a very strong attachment to Azuma Foods’ products, and his emphasis on the production site and consumer-first approach aligned with Azuma Foods’ stance.

His impact was significant. With the heightened public interest, our demoralized employees regained their energy. Since he was still an active soccer player at the time, seeing our CBO competing on the world stage gave us the strength to look forward again.

Kono: At the time, images of Nakata visiting the factory and interacting with the staff even graced the cover of a magazine. I’ve heard that it not only strengthened the company’s branding and communication capabilities but also, as Mr. Maruyama mentioned, contributed to employee pride and motivation.

The February 2004 issue of GQ JAPAN, which featured Hidetoshi Nakata’s appointment as executive officer and Azuma Foods’ revival, displayed a commemorative photo of Nakata with employees at the Azuma Foods Kanto Factory on its cover

This project—appointing an active top athlete not as “the face of advertising” but as a “corporate executive”—was an unprecedented initiative. Within SUNNY SIDE UP, it is still cited as a successful case study of revival PR.

Combining Development Capabilities with a PR Perspective to Expand Support

—During the revival period, hit products like “Tyrant Habanero” also gained attention.

Mr. Maruyama: Tyrant Habanero was developed with the concept of “a snack made with the world’s hottest ingredient.” The SUNNY SIDE UP team said, “It’s interesting that it’s in the Guinness Book of Records (as the world’s hottest chili pepper). Let’s promote it on a large scale.”

Tyrant Habanero was launched in 2003 as one of the products on which the company’s revival depended. With SUNNY SIDE UP’s PR campaign, it became a huge hit and was even nominated for the Buzzword of the Year Award. I remember feeling that “the momentum is incredible.”

Kono: In 2005, “Kanaeru Corn” was created as an exam support product—a Caramel Corn that “grants” wishes. It gave new meaning to an existing product and gained widespread support. This is another example where Azuma Foods’ development capabilities and our PR perspective combined effectively.

SUNNY SIDE UP Division 5 Tomoko Kono

—What initiatives have you been working on recently?

Kono: I’ve been in charge since 2017, and one project that stands out is the establishment of August 8 as “Poteco Nagewa Day” to commemorate the 50th anniversary of the product’s launch in 2023. We received official recognition from the Japan Anniversary Association and launched sampling events.

Employees from across departments participated, and it has now become something of a “seasonal tradition.” Beyond communicating with society, contributing to internal unity was a significant achievement for me personally.

Mr. Maruyama: Even now, we communicate almost daily on-site, and the Azuma Foods employees who interact with the SUNNY SIDE UP team always look so happy. I feel they embody the principle that “to make an impact on society, the workplace must be energized.”

“We Want to Do Work That Leads to the Future”

—What does SUNNY SIDE UP represent to Azuma Foods?

Mr. Maruyama: Rather than just a PR company, I think of them as a “co-creation partner.” They not only analyze and consider market conditions and strategies thoroughly, but in SUNNY SIDE UP’s case, I feel they understand and align with the “emotional” aspects—our way of thinking and values.

Specifically, since we handle food products, “safety and security” are non-negotiable. But we also want to deliver the “uniqueness” that defines Azuma Foods and the “excitement and thrill” that are the essence of snacks to our customers. Many companies are good at “launching” PR campaigns, but SUNNY SIDE UP keeps an eye on both “offense and defense,” including risk management. I think that’s a major distinguishing feature.

—What points do you focus on when supporting Azuma Foods?

Kono: The appeal of Azuma Foods is that “employee-driven initiatives directly shape the brand,” so my focus is on bringing that out to the fullest.

For example, during the COVID-19 pandemic, when we worked on PR utilizing recipe arrangements for snacks, employees came up with a variety of recipes full of “surprise” and “fun,” which we were able to share with consumers. The fact that employees are interested in PR because they “want to know how customers react” is also one of the reasons our initiatives work so well.

—How do you explain the fact that this relationship has continued for 20 years?

Mr. Maruyama: Indeed, it’s not easy for two companies to maintain a long-term relationship. I believe our 20-year partnership has endured because we share the value of “work that leads to the future” rather than “creating one-off buzz.” The ability to take a medium- to long-term perspective is what makes the SUNNY SIDE UP team so appealing.

—What are your respective aspirations for the future?

Kono: What I’ve learned from working with Azuma Foods is that PR is not merely a supplement to advertising but “the core of business growth.” Moving forward, I want to continue delivering “fun” to society through “creative planning” and “creating touchpoints with the world.”

Mr. Maruyama: Azuma Foods is currently maintaining a high growth rate, expanding production lines, and considering overseas expansion. While cherishing our founding principle of “creating and spreading surprise and smiles through snacks,” we want to build a unique brand value.

What we expect from SUNNY SIDE UP is to spread the value of the products we proudly deliver to society and connect them to people’s empathy and action. We hope they will continue to be a partner that breaks free from convention and opens up new markets and value.

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