Matsuya Comeback Campaign Thumbnail: Top "Matsuben Net / Matsuya Mobile Order" Logo Display Replaced with "Welcome Back!" Call-out Copy, Plus New Large Orange Stars Added at Bottom

As of 16:09 on May 9, it can be confirmed that the thumbnail image (the announcement visual shown in the notice list) for Matsuya’s official notice “Up to 70 Yen Off Target Menu Items — Matsuya App ‘Comeback Campaign’ Now On!” has been replaced with a new one. There is no change to the notice text itself or the campaign conditions — this is a renewal of only the announcement image shown on the list screen.

Specific Differences Between the First and Second Versions

Comparing the first version (260501_comeback_thumb.jpg), published when the campaign began on May 1, with the second version (260501_comeback_thumb_02.jpg) replaced today, the screen composition has changed as follows.

Aspect	First Version (May 1)	Second Version (May 9, 16:09)
Top element	“Matsuben Net” / “Matsuya Mobile Order” service-name logo display (two-line text box)	“Welcome Back!” handwriting-style call-out copy (white text with an outline)
Bottom decoration	None (only faint small sparkling stars in the background)	Two large filled orange/vermilion stars newly placed at bottom-left and bottom-right
Center main	Yellow text “Comeback” / “Campaign” on a red ribbon background	Same as left (unchanged)
Background color	Yellow	Same as left (unchanged)

While keeping the main composition of a red ribbon at the center and a yellow background unchanged, the top and bottom areas have been substantially reworked. Without changing the shared main visual, what is shown at the top and bottom of the screen has been renewed.

A Shift from Functional Appeal to Emotional Appeal

Organizing the direction of these changes, the swap of the top element and the addition of bottom decoration can be read, for the thumbnail as a whole, as the following shift in appeal strategy.

• From publicizing the target service to calling out to the target customer: The first version’s top “Matsuben Net / Matsuya Mobile Order” display was a function-oriented layout that explicitly named the services covered by this campaign. The second version’s “Welcome Back!” copy, reflecting that this campaign targets dormant members who haven’t used the service in over six months, has shifted to an emotion-oriented appeal that speaks directly to the target customer.
• Added liveliness: The first version had a quiet composition with minimal decoration, but the second version newly adds large filled orange stars on both lower sides, adding flair and a celebratory feel to the thumbnail as a whole. Combined with the “Welcome Back” copy, the tone of welcoming dormant members back has been reinforced even at the decoration level.
• Offloading the target service name: With the logo display removed in the second version, the role of explaining the target service has effectively shifted outside the thumbnail, to the notice text itself. This suggests the thumbnail on the list screen has been narrowed to the role of instantly conveying “who it’s for” and “what campaign it is,” while shifting the design toward explaining details in the text after a click.

The First Version, Kept Unchanged for 8 Days, Underwent a Major Rework on Day 9

The timeline since the first version was published at 10:00 on May 1 is as follows.

Date	Development
May 1, 10:00	Comeback Campaign begins (official notice published, first-version thumbnail)
May 4, 10:00	Push reminder posted on official X, 3 days after launch
May 9, 16:09 (this update)	Official notice thumbnail image replaced with the second version
May 31, 23:59	Campaign scheduled to end

From the first version on May 1 to today’s second version on May 9, the thumbnail remained unchanged for 8 days. Entering day 9, the replacement of the top element and the addition of bottom decoration were carried out simultaneously in one go, marking a point at which the visual approach set at launch was revisited.

The Campaign Itself Began May 1 and Is Ongoing, Now on Day 9

The ‘Comeback Campaign’ itself runs from 10:00 on May 1 through 23:59 on May 31, and today, May 9, is day 9 of the campaign. It is a coupon initiative for dormant members, targeting Matsuya App members who haven’t used “Matsuben Net” or “Matsuya Mobile Order” in over six months, offering 30 to 70 yen off 12 target menu items.

Item	Details
Period	10:00, Friday, May 1, 2026 – 23:59, Sunday, May 31, 2026
Eligibility	Matsuya App members who haven’t used “Matsuben Net” or “Matsuya Mobile Order” in over six months
Coupon	Comeback Coupon (usable any number of times during the period)
Target menu items	12 items (three discount tiers: 30, 50, or 70 yen off)

There is no change to the campaign’s core content (period, conditions, target menu items); this update is a renewal of the announcement visual only. It can be positioned as a reworking of the announcement image for the remaining 22 days.