Kikkoman unveils Chinese New Year campaign

Soy sauce brand Kikkoman has introduced a national digital and audio campaign in support of Chinese New Year 2022.

The new audio advertising campaign will kick off on 19 January 2022 with national radio advertising on key stations such as Heart, Virgin, Smooth and Magic as well as ads placed around targeted podcasts where food is a central theme. The audio campaign will run for five weeks, reaching over 3 million ABC 25-54-year-old adults and delivering 40 million impacts.

In addition, a new 30 second digital ad with the strapline ‘Give Food a KIKK’ will run across YouTube, online news publishing sites including the Guardian and The Telegraph, as well as platforms with a core foodie audience such as BBC Good Food and delicious.

The ATL activity will be backed by strong in-store promotions across the retail network.

“We’re trialling a national audio advertising campaign in the UK for the first time with the aim of converting current dark and light soy sauce users to Kikkoman,” Bing-yu Lee, Manager, Kikkoman UK said.

“Now more than ever UK consumers are more interested in the benefits of fermented foods. Kikkoman Soy Sauce has the advantage of being naturally brewed for several months to achieve high levels of umami and bring a unique depth of flavour to food.”

Kikkoman enjoyed unprecedented growth during the height of the Covid crisis, largely driven by a big increase in more adventurous home cooking. The brand now has a 32.5 per cent share of the Total Soy Sauce market (IRI MAT 17.07.21).