Kikkoman: MAKE HASTE SLOWLY

Credits & Description:

Advertiser: KIKKOMAN
Agency: DRAFTFCB
Category: Best Use of Integrated Media
Advertising campaign: MAKE HASTE SLOWLY
Motion Graphics Designer: Arron Creechley (Draftfcb SF)
Post Producer: Charleen Manca (Supply & Demand Integrated)
Head of Production: Jon Drawbaugh (Draftfcb SF)
Designer: Leigh Harman (Draftfcb SF)
Copywriter: Elaine Cox (Draftfcb SF)
Director: Lucy Walker (Supply & Demand Integrated)
Design Director: Sean O'Brien (Draftfcb SF)
Account Director: Tracey Pattani (Draftfcb SF)
Designer: Ashley Rocha (Draftfcb SF)
Chief Creative Officer: Chris Ford
Group Creative Director: Colin McRae (Draftfcb SF)
Senior Copywriter: Kate Getty (Draftfcb SF)
Director of Photography: Aaron Phillips (Supply & Demand Integrated)
Editor: Adam Parker (Cutters La)
Editor: Aki Mizutani (Cutters La)
Line Producer: Julia Roberson (Supply & Demand Integrated)
Senior Art Director: Justin Hargraves (Draftfcb SF)
Planner: Katherine Kwok (Draftfcb SF)
Executive Producer: Kira Cartensen (Supply & Demand Integrated)
Group Creative Director: Tony Vazquez (Draftfcb SF)

Strategy
Kikkoman is a brand that can be found in nearly every pantry in America. Like many other brands, this market leader was fighting a tough battle against cheaper, lower quality products that were stealing share in a difficult U.S. economy. Although many people thought Kikkoman was a quality product, hardly anyone knew the rich history and heritage of this over 360 year old company. Even their core target of foodies – who strived to be in-the-know about all things related to food – had no idea of the brand backstory.We realized that if we could create and distribute this compelling story that has driven the company for over three centuries we could create the emotional connection to the brand necessary to entice the target reach for Kikkoman in the grocery store aisles.

Execution
With a 24-minute documentary detailing the history of Kikkoman from Academy Award Nominated director, Lucy Walker in hand, we created a multi-media campaign to drive awareness and interest in the film. A combination of television, print, out-of-home, digital, a new YouTube channel, social media presence, influencer outreach and video seeding launched the documentary and additional content to the foodie audience. A traditional broadcast buy on the highly rated Food Network kicked off the campaign through a sponsorship of Next Iron Chef. Our partnership culminated in an on-air integration featuring Kikkoman as a secret ingredient in a heritage-themed challenge and launched the film with a first-ever 2:00 trailer in the season finale of the program. From there, a mix of influencer outreach, unique branded content on sites like HULU and The Daily Meal and paid video seeding helped drive exposure.

Effectiveness
The campaign generated a total of 125m impressions offline and online and 4.5m paid and organic video views. It also outperformed similar campaigns for appeal and differentiation. Most importantly, it created a positive halo, increasing the brand’s emotional connection among their most vulnerable customer: its light users. And, after viewing the Make Haste Slowly content, 8 out of 10 KikkomanUSA.com visitors felt more favorably towards the brand and its products.