#REDEFINECRS

MSG (Monosodium Glutamate) is one of the world’s most popular seasonings.

But in the United States, it’s long been considered a toxin due to xenophobic stereotypes.

We traced the origin of this myth back to a single term: Chinese Restaurant Syndrome (CRS).



Despite zero evidence, the term was ultimately legitimized by America’s most influential dictionary, Merriam-Webster.

But if we could get Merriam-Webster to acknowledge the science and revise the official definition...

maybe it would begin to debunk 5 decades of xenophobic food hysteria.

And whaddya know?


The Internet rallied behind us, and Merriam-Webster actually changed the definition. ︎ 

RESULTS

1B+ Combined Impressions
8.2M Video Views on Twitter
3.5M Video Views on Instagram
21M Impressions on Twitter
MSG Sentiment Went From 61% Negative to 82% Positive


PRESS

NY Times
ADWEEK
VICE
AP Press
BBC
CNN (+ a nationwide push notification)
Food & Wine
NBC
The Hill
Eater
The Boston Globe
Internal Business Times
Breitbart
Grubstreet



CREATIVE

Jesse Suchmann (ECD)
Conor Hogan (CD)
Eden Lewis (ACD)
Esther Lee (AD)
Maddy Fetzco (AD)
Grace Cha (CW)