Soy sauce is one of Australia’s most purchased condiments, however the market is largely unaware of the many different types of soy and how to use them. Kikkoman’s iconic red top soy sauce is a pantry icon however is rarely joined by the rest of Kikkoman’s soy and marinade range. An additional challenge was the increasing share of generic brands. The market was not aware that soy sauces differ dramatically in quality.
The idea:
Show the generations of influence kikkoman has had on food, and memories.
We see how Kikkoman is used through several generations to bring people together over food, and traditions are passed on.
The grandma represents tradition and the past, the mum and Dad the present, and the kids the future.
They all come together to share a meal at the end –representing how traditions live on through food.
We have seen a very positive response to the Optimo TV ad both from comments from our major customers and also a consistent improvement in ourbase-line* and sales.
