Kikkoman, makers of the world’s best-selling soy sauce, is again putting heavyweight support behind the brand with a re-run of its ‘Cook it up with Kikkoman’ TV commercial. Due to air from January 2016 the commercial will remind 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 20 second ad will be screened from 4th January for 6 weeks and will be supported by online video.
The £1M+ campaign will reach in excess of 6M ABC1 consumers. The station mix includes key terrestrial networks alongside a breadth of multichannel stations. Major Terrestrial channels including ITV, C4 and Five will deliver spots in programmes with the greatest reach such as Come Dine With Me, Coronation Street and Sunday Brunch. The multichannel network will then allow access to key stations and programming which have a high affinity with the Kikkoman brand e.g. Good Food Channel and The Food Network which will also drive frequency across the campaign.
ITV Player and All4 will be used to target light TV viewers in high quality programming, plus Videology with a shorter copy length to drive higher view through rates which has a positive impact on engagement.
Bing-yu Lee, Manager UK, Kikkoman said “Following the success of the previous campaigns 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 ahead of Chinese New Year which is an important date in our promotional calendar.”
Price promotions in the multiples will take place in January and February to maximise ROI.
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