Kikkoman in second major TV burst this year

Following the success of its Chinese New Year TV and VOD campaign earlier this year Kikkoman is again putting major investment behind the brand with a return to our screens this autumn.

Makers of the world’s best-selling soy sauce, Kikkoman enjoyed unprecedented growth during 2020 largely driven by a big increase in more adventurous home cooking.  With this shift in consumer behaviour Kikkoman is aiming to consolidate its strong market position. 

Carrying the strapline ‘Cook it up with Kikkoman’, the commercial sees its 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.  This time round the TV and 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.

Due to air from the 18th of October Kikkoman’s national TV and VOD 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 2021, 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 our screens and remind them of the brand’s versatility as an all-purpose seasoning as well as a dipping sauce.

Bing-yu Lee, manager, 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.”

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