Following its TV debut in March 2013, Kikkoman, makers of the world’s best-selling soy sauce, is again putting heavyweight support behind the brand with a re-run of its TV commercial. Airing from January 2015 the commercial will reminds consumers of Kikkoman’s versatility as a universal seasoning across a range of cuisines and cooking methods.
To capitalise on the typically healthy-eating period a 30 second ad will be screened from 26th January for 3 weeks and will be followed by a 20 second version to hit the two-week Chinese New Year festival.
The campaign will reach 22.2m people across TV and online. Major Terrestrial channels (ITV, C4, C5) will deliver spots in programmes with the greatest reach, while Multichannels such as Good Food Channel and Food Network help to drive frequency during high reaching affinity programmes such as Come Dine With Me, Coronation Street and Food Unwrapped.
An online version will enable on-going Kikkoman visibility over a longer campaign period and drive traffic to the website. Targets include itv.com, 4OD and premium Videology network sites with optimised click-through to reach users with an interest in food and cookery.
Bing-yu Lee, Manager UK, Kikkoman said “Following the success of the previous campaign we felt it was time for a re-run when consumers are actively looking for fat-free alternatives after Christmas such as Kikkoman soy sauce to enhance the flavour of everyday foods. Our TV campaign will also put the spotlight on Kikkoman Teriyaki Marinade during Chinese New Year which is an important date in our promotional calendar.”
Price promotions and POS in the multiples are taking place in January and February to maximise ROI.
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