Trending PR Campaigns
The Apothecary Diaries x Kura Sushi
Kura Sushi and Crunchyroll turned The Apothecary Diaries into a limited-time restaurant experience, serving character-inspired dishes and offering collectible capsule prizes through Kura’s plate-based game. The anime-themed menu and merchandise gave fans a reason to visit, collect and share the collaboration.
Why it worked: It packaged a hot anime IP into a time-limited, in-restaurant game mechanic (plate milestones + exclusive drop date), creating urgency and FOMO.
The lesson: Consider tying a cultural moment to a physical challenge-and-reward mechanic with a countdown and one-day exclusive drop to force coverage.
Coverage over time
How this story spread across the media