Kikkoman’s new campaign taps into Gen Z’s love of Japanese culture. The brand is showing off its teriyaki line to inspire at-home cooking for Gen Z—who is often eating out less because of high costs—by leaning into anime fandom. The multi-year, anime-inspired campaign will run across YouTube, paid social, connected TV, programmatic display, and influencer partnerships. Kikkoman is totally embracing the anime artform by using an attention-grabbing hero spot by comic illustrator Agustin Nakamura and updating their packaging to go along with the campaign. (And it may be worth noting this comes at the same time as highlighting real artists contrasts AI campaigns.) The visually nostalgic campaign is aiming to tap young audiences who have watched anime for years now, with 54% of 13-24-year-olds saying they like or love anime according to Crunchyroll. (Marketing Dive)
👀 Read more from YPulse: How Brands Are Using Anime to Reach Gen Z & Millennials
