dispenserKikkoman, the world-renowned manufacturer of soy sauce, is using Chinese New Year to kick-start its 2010 marketing campaign, which includes a major hot sampling exercise, in-store support and a far-reaching media campaign.

Ben Briody, sales and marketing manager of Kikkoman’s UK operation, says: “Chinese New Year begins on Valentine’s Day this year, which means we have to work doubly hard to create stand out. But Chinese New Year lasts for around two weeks, while Valentine’s Day is a one night only event, which gives us a real retail advantage!”

The Year of the Tiger is a good opportunity for retailers to give sales a boost and create excitement around the ethnic food fixture in the traditionally quiet post Christmas period, says Briody.

“We are pleased to be supporting both their in-store and retail magazine promotions and helping make a big noise generally about this important ethnic festival which is becoming more and more mainstream each year.”

Kikkoman expects to sample 20,000 consumers during Chinese New Year with hot stir fry chicken, plus reach another 5m consumers with key messages through their favourite magazines.

Says Briody: “Kikkoman is naturally brewed using just four ingredients, one of which is water, yet it completely transforms the taste of not only stir fries but also savoury dishes like shepherd’s pie and gravy. Our aim this Chinese New Year is to reach new consumers by persuading them to add a splash of Kikkoman whenever and whatever they cook.”



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