GRACE MESSARRA
ASSOCIATE CREATIVE DIRECTOR

AJINOMOTO PRE-BUNKING SOCIAL CONTENT

With RFK Jr’s ascent to the President’s cabinet, and as the MAHA movement gained political traction, food misinformation around MSG was poised to surge. History showed us the risk: myths like “Chinese Restaurant Syndrome” took decades to undo once they entered public discourse.  Our strategy? Anticipate and neutralize MSG misinformation at its source: social media, with a proactive prebunking strategy that mirrors misinformation formats and flips them to our benefit with native, science-backed content. 

We identified the most common MSG myths circulating online and developed clear, science-based responses to each, with a focus on accessibility and credibility. We worked with influencers to release a mix of video and static content proactively, ahead of anticipated spikes in misinformation tied to the rise of the MAHA movement and increased political attention on food ingredients.