The SPY x FAMILY x Ghana Collaboration was a collaboration between SPY x FAMILY and Lotte Wellfood's chocolate brand Ghana (ガーナチョコレート). It offered themed merchandise and lotteries based around SPY x FAMILY. The event was organized in honor of Mother's Day, Father's Day, and the 60th anniversary of Ghana.
Description[]
Ghana is a brand of chocolate manufactured by the South Korean confectionery company Lotte Wellfood since 1964. The brand's name is a homage to the Republic of Ghana, West Africa's country and one of the world's largest exporters of cocoa beans from which chocolate is made. The Japanese chocolate "Ghana" is made by Lotte in Japan and, unlike the Korean "Ghana," it uses cocoa butter by using the microglind method.
The collaboration is a renewal of the collaboration from the previous year, this time including Father's Day and Ghana's 60th anniversary and began on March 28, 2024. Eight visuals were released and hung up as decorations in participating stores:
Additionally, a special website was made for the collaboration. It provided many details about the collaboration and its online campaigns. This official website was up until the end of the collaboration.
Strategy 1[]
Family Day Surprise Strategy[]
From March 28 to June 16, 2024, participants could execute a "surprise strategy" to celebrate mothers and fathers through a Twitter campaign. Participants could choose up to nine "stories," each ranging from levels 1 to 3 and consisting of activities to express gratitude, and post them on Twitter with a prepared post.
Strategy 2[]
From May 1 to June 16, 2024, users could participate in an online campaign by doing a "Thank You Dance" on TikTok to honor mothers.
Strategy 3[]
From May 13 to June 16, 2024, users could participate in the "Papa's Wish Survey" online event. In it, users take a five-question survey to find out what Ghana product to gift their fathers with. Depending on their results, there would be 1 of 5 recommended Ghana products as gifts. Users could share their survey results on Twitter and receive special wallpapers if they followed Ghana's official Twitter account.
Gifts[]
Clear Files[]
On April 9, 2024, the "Mother's Day Ghana Chocolate Selection Gift BOX" set was made available and included 3 types of clear files.
Lawson & 7-ELEVEN Campaign[]
On April 22, 2024, a tie-up campaign with the Japanese convenience stores Lawson (ローソン) and 7-ELEVEN (セブン-イレブン) was announced. It started on April 30 for Lawson and May 2 for 7-ELEVEN.
Lawson Tie-Up Campaign[]
From April 30 to May 13, 2024, a tie-up campaign with Lawson was held.
Clear Files[]
- After buying 3 select Ghana products, customers could receive 1 of 6 special clear files on a first-come, first-served basis:
POP Marks[]
- Select Ghana products were indicated with a special POP mark:
7-ELEVEN Tie-Up Campaign[]
From May 2 to May 12, 2024, a tie-up campaign with 7-ELEVEN was held.
Stickers[]
- After buying 3 select Ghana products, customers could receive 1 of 6 special stickers:
Lotteries and Prizes[]
In this Mother's Day Gift Campaign from May 1 to May 12, 2024, Japanese customers could apply for a lottery for a chance to win two pieces of a collab-themed sleeve. Every day from May 1 to May 11, 2024, 50 people could win this sleeve by following the official SPY x FAMILY anime and Ghana Twitter accounts and reposting Ghana's target post. On the final day of the Mother's Day campaign, 88 people won the second sleeve.
In this Father's Day Gift Campaign from June 3 to June 16, 2024, Japanese customers could apply for a lottery for a chance to win two pieces of the third collab-themed sleeve. Every day from June 3 to June 15, 2024, 50 people could win this sleeve by following the official SPY x FAMILY anime and Ghana Twitter accounts and reposting Ghana's target post. On the final day of the Father's Day campaign, 77 people won the fourth sleeve.
Image Gallery[]
Promotional Posters[]
Video Gallery[]
