OVERVIEW

Kikkoman set out to launch its New Teriyaki BBQ sauces with a campaign that spoke directly to Gen Z. The ambition was clear: create something as big and bold as the flavors themselves. The result? Unleash Legendary.

With over 350 years of heritage, the challenge was making that legacy feel modern. The insight: nearly 65% of Gen Z watches anime.

So we leaned all the way in. Creating a striking shonen-inspired anime style, elevated by voiceover from legendary Dragon Ball Z actor Christopher Sabat and driven by pulse-pounding music.

All coming together in a series of high-energy anime spots where opening a bottle of Kikkoman transforms any meal into something legendary.

With Kikkoman, you don’t just cook, you Unleash Legendary.