Leading brand in the soy sauce category, Kikkoman is rolling out a programme of hard-hitting support for the summer months demonstrating its commitment to remain the nation’s favourite soy sauce.
Under the tag line ‘Fire Up the Umami’ a dedicated BBQ themed neck hanger will appear on over 1 million bottles of Kikkoman products. The neck hanger, which will appear on shelf from May, will carry a wide selection of BBQ inspired recipes using meats, fish and vegetables and featuring the brands core products, Kikkoman Naturally Brewed Soy Sauces and Teriyaki Marinade and Sauces.
The promotion will be seen across the range including its iconic 150ml red top dispensers and 250ml bottles of Soy Sauce, Less Salt Soy Sauce, Tamari Gluten Free Soy Sauce, and Teriyaki Marinade and Sauces.
Further major marketing investment will include a high-profile digital BBQ seasonal recipe campaign which will take place from mid-May and will target consumers interested in great tasting barbecue dishes for the whole family.
Supporting the neck hanger promotion in store is a 25% off price deal which will feature across the range. The price promotion will be carried by most of the major retailers in May and June.
Commenting on the package of summer support for the brand, Kikkoman UK General Manager, Bing-yu Lee said, “Consumers are becoming more adventurous around summer eating and barbecuing plays a big role. We want to bring more flavour and depth of taste to their barbecue experience with easy, yet mouth-watering recipes contained in our neck hanger and digital campaigns. In addition, we want to reward consumer loyalty during this cost of living crisis with our generous price promotions in store.”
Kikkoman Naturally Brewed Soy Sauce is the brand leader in the soy sauce market with a 31.7% market share. Its famous 150ml dispenser bottle is the top selling SKU accounting for 12.6% of all soy sauce sales, up 3.5% year on year.
Source: IRI 52 w/e 30.12.23
