Kikkoman unveils second major TV campaign of the year

Kikkoman will be returning to TV screens this autumn following the success of its Chinese New Year TV and VOD campaign earlier this year.

The best-selling soy sauce brand is putting major investment to consolidate its strong market position after the unprecedented growth during 2020, largely driven by a big increase in more adventurous home cooking.

Carrying the strapline ‘Cook it up with Kikkoman’, the TV and VOD campaign will target a younger ABC1 audience, encouraging consumers to try Kikkoman in everyday dishes as well as in Asian cuisine.

Due to air from 18 October, the campaign 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, adding further weight to its national TV burst. During the three months to Christmas an impressive 6.36 million households will have the opportunity to see Kikkoman on the screens and remind them of the brand’s versatility as an all-purpose seasoning as well as a dipping sauce.

“Our hard hitting above the line campaign this autumn is about reinforcing Kikkoman as a leader among soy sauce brands,” commented Bing-yu Lee, Manager, Kikkoman UK.

“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.”

Over the past two years soy sauce retail sales have increased by £12 million taking the market to £37.4 million with Kikkoman as the main growth driver.  The brand now has a 32.5 per cent market share of the Total Soy Sauce market (IRI MAT 17.07.21)