Kikkoman to be back on TV for Chinese New Year


Top-selling soy sauce Kikkoman has announced a TV and VOD campaign over the key Chinese New Year period.

Carrying the strapline “Food Loves Kikkoman”, the commercial sees the sauce used in a wide range of foods, reminding consumers of Kikkoman’s versatility as an all-purpose seasoning as well as a dipping sauce.

Due to air from 18 January, the campaign will run for four 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: “We’re back on TV again with a strong creative treatment to strengthen our positioning as the universal seasoning and an essential store cupboard ingredient.  New Year is key for us as 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.”

Kikkoman now has 33 per cent value share of the total soy sauce market (IRI MAT to August ’20)