Brand Spots
Product Focus
Post launch, we evolved the campaign to target specific products in the Kikkoman lineup.
Post launch, we evolved the campaign to target specific products in the Kikkoman lineup.
Online
Co-Branded TV
Kikkoman - Umami
Traditionally, there are four tastes people can discern: sweet, salty, sour and bitter. In Japan there is a 5th taste, considered to be the sensation of food being rich and savory. This taste is called Umami. Naturally brewed soy sauce really brings out the umami flavors in food so we decided to use that as a focus of the campaign for Kikkoman's line of sauces. Using a minimalist aesthetic we brought a feeling of style and elegance to the subject of food.