+K = Naturally better flavour

Kikkoman is the original and best, naturally brewed soy sauce from Japan. Its brand attributes are firmly rooted in taste delivery. However the brand has some aggressive competition and they needed to remind ‘foodies’ that when it comes to soy sauce, you don’t need light or dark, thick or thin, you only need one – Kikkoman. The +K campaign delivers the message of adding Kikkoman to your dishes in a simple and memorable way, it is recognised across Europe, requires no translation and builds brand recognition.