Kikkoman is the original and best, naturally brewed soy sauce from Japan. Its brand attributes are firmly rooted in taste delivery. However the brand has some aggressive competition and Positive needed to remind ‘foodies’ that when it comes to soy sauce, you don’t need light or dark, thick or thin, you only need one – Kikkoman.
Positive maintains Kikkoman’s brand presence in the UK with a mixture of engaging press advertising, on-pack sales promotions and value-added premium brand partnerships with the likes of Alessi. Recently our brief has been to promote extended usage of Kikkoman and demonstrate how the soy sauce can be used for different types of cuisine. Colourful, tasty recipes were created for the press adverts with new food photography, and a bold tone of voice, inspiring customers to cook with Kikkoman. In tandem, we have run a number of sales promotions and POS activity to further build brand positioning, loyalty and advocacy.
Our promotions consistently deliver between
7-9% response rates, and have helped drive a 10% increase in sales during the promotional periods. Overall our activity has preserved Kikkoman’s premium positioning in the market.
Agency: Positive. – United Kingdom