Naturally brewed soy sauce maker Kikkoman is enabling new consumers in the UK to trial its famed soy sauce at no potential cost with a new Taste Guarantee promotion. Eye-catching neck collars across 500,000 promotional 150ml and 250ml bottles will carry the slogan “Great tasting food or your money back”, emphasising the brand’s confidence in its USP’s.
Kikkoman is proud of its unique 300-year plus heritage and premium positioning. Its rich, aromatic soy sauce is still made to the original Japanese recipe and Kikkoman contains no artificial additives. All the flavour, aroma and colour comes from the natural ingredients and long months of natural brewing makes Kikkoman Soy Sauce a “natural” for a taste guarantee.
Says Mr Denda, Sales & Marketing Director for Kikkoman: “So confident are we of Kikkoman’s taste credentials that we are offering consumers their money back in the unlikely event that they are disappointed. Consumers are increasingly concerned about the natural ingredients of their food, and they appreciate that Kikkoman has been producing the same totally pure product for more than 300 years. Professional chefs choose Kikkoman too, so it’s not just us who think we are the best!
“This is a great way to bring new consumers into the brand and to experience the great taste of Kikkoman. However we expect redemption levels to be very low.”
The Taste Guarantee is one part of a comprehensive £250k media campaign to reach new consumers. For the first time ever in the UK Kikkoman advertising will appear in London railway stations and on the Underground. This is in addition to a national press campaign and on-going retailer support.
Denda continues: “We believe that supporting the brand at retailer level is essential and that combined with our advertising and PR plans will deliver an all round campaign which will continue to drive awareness and trial of the brand. We are confident this campaign will deliver strong growth this year.”
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