KUMO School Competition “You got the ref?” Campaign

KUMO is a French brand of sushi rolls offering a modern and playful approach to Japanese street food. Their concept blends healthy, practical, and affordable “fast-good” cuisine with colorful and engaging branding.

As part of a school competition, my team and I developed a complete communication strategy for the brand’s new product launch, starting from a single brief shared across all groups. We created a full-year campaign aimed at making KUMO the go-to snacking love brand for Gen Z.

The project included:

• Market and audience research to identify Gen Z as the core target

• Development of a disruptive and humorous concept: “You got the ref?”

• Creation of a new visual identity and pop-culture-inspired tone of voice

• Social media strategy for TikTok, Instagram, and Twitter

• Influencer activation and press outreach with media such as Konbini Food and My Little Paris

• Event ideas such as “Question pour un Kumo” and live tasting sessions in GMS

• Budget allocation, timeline, and campaign rollout plan