The Challenge
Distinguish Kikkoman Soy Sauce from other brands on the market while highlighting its deep Japanese roots.
The Insight
Restaurant and home menus are becoming increasingly creative and sophisticated. Foodies and home cooks are willing to seek out authentic recipes and ingredients.
The Solution
The campaign connects Kikkoman Soy Sauce to Japan’s unique artistic tradition.
Print Ads: Each ad not only features a traditional Japanese art but is also hand-painted in soy sauce—a Japanese tradition in itself.
Print Ads: Each ad not only features a traditional Japanese art but is also hand-painted in soy sauce—a Japanese tradition in itself.
Print Ads: Each ad not only features a traditional Japanese art but is also hand-painted in soy sauce—a Japanese tradition in itself.
In-Store and Point of Purchase: Traditional Japanese recipes featuring Kikkoman Soy Sauce are not only available in the Asian foods aisle, but also with meats such as pork, chicken and fish.
Bringing History to Life: Like Kikkoman, soy sauce painting has been a part of Japanese culture for centuries. Kikkoman will sponsor a History Channel program about soy sauce and exhibits of soy sauce art will tour in history and art museums.