Cook It Up With Kikkoman Soy Sauce
Global TV /  Print

Pitch Win

The business opportunity: To increase sales of Kikkoman Soy Sauce and justify its high price point by creating its first premium campaign targeted at the global foodie market, with a strong call to action to visit the website for recipes.

Our Solution: To reposition Kikkoman as a premium seasoning for dishes worldwide  -  rather than a sauce for purely Asian dishes - and suggest mouthwatering ways for consumers to use it. This ‘Food Poetry’ campaign was translated into 11 languages and ran on TV in spring 2017.

Results: A 17% increase in global sales, 35% increase in brand awareness and 37% increase in website visits for recipes.

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