Kikkoman stands for its diversity in recipes. The aim was also to better understand the preferences of the Kikkoman community, so that in the future we can develop even more recipes and show possible applications for Kikkoman soy sauce that are of the greatest relevance to the community.

Kikkoman makes the wildest culinary fantasies of our community come true using AI.

Kikkoman is all about one thing: culinary diversity and flavor. That's why the Kikkoman website features a variety of delicious recipes to try at home.

To better cater to the tastes of our community, we asked them for the ingredients they would love to see in a food creation with Kikkoman, no matter how crazy or unusual they may be. With the input of the community, we fed our AI and generated numerous images of never-before-seen food creations.

The campaign was placed on Instagram organically and paid. Several postings like Reels, Stories, Votings, Feedposts and Raffles to reach a maximum of engagement (comments, views, likes, views) with a target audience between 18 - 44 years with interest in food and new technologies.

The campaign focused on the Kikkoman community and run primarily on the European Instagram channel and several country channels.

The implementation started with a teaser phase that presented the campaign. The community named their ingredients, which we used as prompts for an image AI. We presented the curated AI creations to the community.

Through several voting rounds on our channel, the creations with the most votes were turned into real recipes. Even unimaginable and complicated recipes were cooked, filmed, and photographed, resulting in the world's first dishes created collaboratively by humans and machines.

The outcome: over 10 million views, the comment rate raised by more than 550 percent, and a huge enrichment with many new recipes for the community

We generated over 13,893,688 Impressions, 10,413,639 views and 476,733 Interactions with a small media budget of 3,400€. But the key determining factor here is that the average numbers of comments and the numbers of characters under postings were 655% higher compared to the average comments in the last 2 months with the same budget.