Ito‑Yokado / Coolness‑Delivering: The “Blue Yokado” campaign

The “Blue Yokado” campaign won the Gold Prize at the JPM Award 2025.
In a summer where temperatures over 35°C became normal, the familiar Ito-Yokado logo appeared in an all‑blue version.

The “Cooling Festival” campaign, themed around this “Blue Yokado,” received the Gold Prize in the Promotion Planning category at the JPM Award 2025.
As the symbol of the campaign, the Ito‑Yokado logo was changed to a blue‑only design for a limited time. Inside the stores, cooling items, cold foods, and heat‑stroke prevention products were displayed across clothing, food, and household sections.

The campaign also linked with brand collaborations and SNS activities, designed as a place people could comfortably and naturally drop into, even as extreme heat continued throughout the summer.

As a result, both sales and store visits exceeded the previous year, and SNS entries increased to 1.7 times the usual number. The campaign was also featured widely in TV, newspapers, and online media.

Through its bold, attention‑grabbing idea and its smart use of seasonal experiences, the campaign succeeded in creating a new image: “cool = Ito‑Yokado.”