In the Spring of 2021, Kikkoman USA approached Ketchum Studios to create digital ad content with the goal to position Kikkoman Soy Sauce and Kikkoman Teriyaki as staples of the American table. To celebrate Kikkoman USA’s 60 years as an American company, there was an opportunity to tout Kikkoman’s history of introducing international flavors to the American palate.
The goal was to show how flavors once synonymous with Japan are a perfect fit with the most traditional dishes of America.
Ketchum Studios reached into the rich history of Kikkoman in America and found a classic 1960’s TV spot for its signature soy sauce, and that short spot became the basis for the “Timeless” spot. The video brings people from Kikkoman’s past -- when it was first introduced to an American audience -- and onto the table of the modern American family.
One of the big challenges we faced was matching the classic TV jingle with a modern scene. We brought in a seasoned composer to create a score which elevates the original jingle into a smooth jazz music bed that melds perfectly with the bright and delicious food the family is enjoying in the scene.
That same thread of family can be seen in the “One Family” ad for Kikkoman Teriyaki -- the quintessential backyard American barbeque, young people watching the big game, two friends sharing a meal, all made better with the all-American flavor of Kikkoman Teriyaki Sauce.
The featured food was selected for its connection to the American table- corn on the cob, ribs, salmon, burgers. Then with the beautiful food styling and shot layouts, the viewer is invited to imagine how each of those flavors is brought to a new level with Kikkoman Teriyaki Sauce.
And as with “Timeless”, the sounds also had to reenforce the All-American theme. This was accomplished with orchestration and instrumentation. The original score is a nostalgic meandering melody that features a picked acoustic guitar. Audio enhancements of birds singing, children’s laughter all enhance the picture of a perfect summer day with family. As the voiceover explains, the power of the sauce brings all these diverse people together.
Timeless and One Family :30/:15’s resulted in over 1M online impressions, with over 600k total video views on social and digital, confirming consumer impact and Kikkomon’s position as the world’s sauce market leader.