Leading soy sauce brand Kikkoman will be celebrating the key Chinese New Year period with a TV and online video campaign.

Carrying the strapline ‘Food Loves Kikkoman’, the commercial sees its sauce used in a wide range of foods from soups and salads to scrambled eggs and even a salted caramel sauce, reminding consumers of Kikkoman’s versatility as an all-purpose seasoning as well as a dipping sauce.

The campaign will run for five weeks from 14 January 2019 and will be screened across the major TV channels as well as a host of VOD and online platforms.

Bing-yu Lee, manager, Kikkoman UK said “Following the success of our 2018 campaign we’re again strengthening our position as the universal seasoning and an essential store cupboard ingredient at a key time in our promotional calendar.

“In the New Year 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.”

Nielsen data shows that Kikkoman is the only one  among the top four soy sauce brands to achieve  significant growth over the last 12 months (as of October 2018), up 6.4 percent in value year on year.

Price promotions are also scheduled for January and February across the multiples.