Picks of the Week

NPD AND MEDIAL: TO GET YOUR PRODUCT LISTED PLEASE CONTACT RAITKEN@55NORTH.COM

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 advertising campaign that is set to hit screens this autumn.

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 high quality soy sauce like Kikkoman to add that distinctive umami and bring a unique depth of flavour to their food. Our record-breaking retail sales during the pandemic took the brand to the number one position in both value and volume.”

Get even more

Golden Wonder’s new ‘Even More Fully Flavoured’ range of £1 PMP sharing packs will be available from 26 Sep in Mature Cheddar & Spring Onion; Chargrilled Steak; and Crispy Smoked Bacon flavours. The launch will be backed with a digital campaign and other activity.

Black is back

Guinness is bringing back its alcohol-free Guinness 0.0. The low-calorie option will be available later this month in a 4x440ml can format. The launch will be supported with a consumer marketing campaign, including a brand-new TV advert. RSP £3.50 to £4.50.

Back of the net!

Cadbury’s Match & Win on-pack promotion is back for its fifth consecutive season. The promo, which will be appearing on packs through to November, is bigger than ever with 19 football clubs involved and a bigger prize pot. The promo will be supported by a “significant” marketing spend.

Kiwi crafts

Distributor KBE Drinks has added New Zealand-based craft brewer Yeastie Boys to its world beer and cider portfolio in an exclusive deal. KBE will also take an equity stake in the business. Initially, KBE will focus on driving distribution for Big Mouth Session IPA and new lager Superfresh.

Let's roll!

The IB Group (Hancocks, World of Sweets, Bonds and Bobby’s) is to become exclusive UK distributor for American brand Tootsie Roll. Hancocks will be the sole distributor for Tootsie Roll, Tootsie Fruit Chews, Charms Fluffy Stuff, Charleston Chew, Junior Mints and Junior Caramels.

Spook-tacular

Frubes has launched a limited-edition Halloween pack design.The 9x37g packs are available from October with a cut-out Halloween mask and spooky stickers. Flavours include Ghoulish Strawberry, Howling Red Berry, and Scary Peach. RSP £2