NPD AND MEDIA
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KIKKOMAN UNVEILS SECOND MAJOR TV CAMPAIGN Soy sauce brand is aiming to consolidate its strong market position. Soy sauce brand Kikkoman has unveiled a new TV
high quality soy sauce like Kikkoman to add that
advertising campaign that is set to hit screens this
distinctive umami and bring a unique depth of
autumn.
flavour to their food. Our record-breaking retail
The company, which enjoyed unprecedented growth during 2020 largely driven by a big increase in more home cooking, is aiming to consolidate its strong market position. The ‘Cook it up with Kikkoman’ campaign sees the sauce used in a wide variety of ways, from roasting and frying to basting and dipping to enhance the taste of meat, fish and vegetables. The national TV and video-on-demand (VOD) campaign will target a younger ABC1 audience and aims to encourage consumers to try Kikkoman in everyday dishes, as well as in Asian cuisine. Kikkoman’s campaign, which is due to air from 18 October, will run for four weeks with VOD running for a further two weeks. The commercial will be screened in a 20-second format across ITV, Channel 4 and Skymedia, as well as a host of VOD and online channels including ITV and Channel 4 digital. In addition, Kikkoman is sponsoring the Food Network channel for two months over November and December 2021. Bing-yu Lee, Manager of Kikkoman UK, said: “Our hard-hitting above the line campaign this autumn is about reinforcing Kikkoman as a leader among soy sauce brands. During the pandemic many more consumers experienced the stark difference between Chinese-style soy sauces which are mostly processed and contain additives and Kikkoman which is naturally brewed over a long time and contains just four pure ingredients. “When consumers cook with soy sauce on a daily basis they recognise the importance of using a
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sales during the pandemic took the brand to the number one position in both value and volume.”
