Makers of the world’s best-selling soy sauce, Kikkoman, is once again putting major support behind the brand over the key Chinese New Year period with a TV and online video campaign. Carrying the strapline “Food Loves Kikkoman”, the commercial sees its sauce used in a wide range of foods from soups and salads to scrambled eggs and even a salted caramel sauce. This treatment follows the brand objective to remind consumers of Kikkoman’s versatility as an all-purpose seasoning as well as a dipping sauce.
Due to air from 14th January 2019 the campaign will run for five weeks and will be screened across the major TV channels as well as a host of VOD and online platforms.
Bing-yu Lee, Manager, Kikkoman UK said “Following the success of our 2018 campaign we’re again strengthening our position as the universal seasoning and an essential store cupboard ingredient at a key time in our promotional calendar. In the New Year consumers are actively looking for fat-free sauces like Kikkoman to enhance the flavour of everyday foods. Our campaign firmly puts the spotlight on Kikkoman ahead of Chinese New Year.”
Of the top four soy sauce brands (including private label) Kikkoman is the only one that has shown significant growth over the last 12 months, up 6.4% in value year on year (AC Nielsen 52 w/e 13.10.18).
Price promotions across the multiples will take place in January and February to maximise ROI for Kikkoman.