JFOODO came to us with the goal of elevating fermented Japanese ingredients through the taste profile of ‘Umami’ for an American audience.

We created a 3-part competition series with chefs from different backgrounds who utilize Japanese fermented ingredients (mirin, soy sauce, miso & rice vinegar) to elevate Umami within their own cooking styles.

The Result: A multi-platform campaign with influencer engagement, social & Youtube.