Kikkoman, the world’s largest producers of naturally brewed soy sauce is embarking on its most ambitious sampling activity to date. Beginning in July the Kikkoman sampling team will be setting up on the forecourts of Sainsburys, Tesco, Asda and Morrisons. Shoppers will have the opportunity to taste how soy sauce enhances the flavours of everyday food.

The sampling campaign is spearheading a major retailer support package which includes above and below the line spend in retailer magazines, pos material, social media, women’s press and public relations activity.

Bing-Yu Lee, manager of Kikkoman Trading Europe’s UK operation said:” We believe education is key to understanding everyday usage of using soy sauce as a seasoning ingredient. In our experience the best way to demonstrate its seasoning properties is to let consumers taste for themselves how Kikkoman soy sauce can pull together the flavour components of individual ingredients into a memorable taste experience.”

Lee continues: “Forecourt sampling provides two opportunities to reach consumers – pre and post shopping. In addition to sampling there will be a selection of easy to make recipes and money off coupons for use either on the day or for the next shop.”

The sampling is underpinned by the pan European +K communication campaign which demonstrates that all savoury ingredients taste better when Kikkoman Soy Sauce is used. In addition to the sampling Tim Anderson, MasterChef winner 2011 will be making spot appearances to demonstrate the versatility of cooking with soy sauce.


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