The Challenge

Kikkoman are the world’s number one soy sauce. Our audience were professional chefs, who, although aware of the product, weren’t aware of just how versatile it could be in a kitchen. Currently, they only considered Kikkoman within the boundaries of Pan Asian cooking.

Kikkoman came to us for incisive, hard working ideas which would communicate the sauce’s versatility. They also needed content which could be conceived, produced and delivered quickly.

Kikkoman messaging by the fabl

The Solution

We created a series of print ads to appear in the catering press, using the brand’s iconic hexagonal logo to showcase its versatility in the kitchen, through a variety of recipes.

Who knew that you could make chocolate and caramel brownies with soy sauce? We certainly didn’t.

kikoman ads by the fabl