Makers of the world’s best-selling soy sauce, Kikkoman, is once again investing in the brand over the Chinese New Year period with a new TV and online campaign. 

Carrying the strapline “Food Loves Kikkoman”, the new commercial sees its sauce used in a wide range of foods from soups and salads to scrambled eggs and even a salted caramel sauce.  This treatment follows the brand objective to remind consumers of Kikkoman’s versatility as an all-purpose seasoning as well as a dipping sauce.

Due to air from 15th January, the campaign will run for five weeks and will be screened in 20 and 30 second formats across ITV, Channel 4 and Skymedia as well as a host of VOD and online channels

Bing-Yu Lee, manager at Kikkoman UK, said: “Following the success of previous campaigns we decided to go with an evolutionary creative treatment strengthening our positioning as the universal seasoning and an essential store cupboard ingredient.  We’re launching our campaign early in the New Year when consumers are actively looking for fat-free sauces like Kikkoman to enhance the flavour of everyday foods.  Our campaign firmly puts the spotlight on Kikkoman ahead of Chinese New Year which is an important date in our promotional calendar.”

Recent data shows Kikkoman is out performing other soy sauce brands.  It’s contributing 74% of volume growth in the soy sauce category and it’s the number one driver of value growth (AC Nielsen 52 w/e 23.09.2017)

Price promotions in the multiples will take place in January and February to maximise ROI.