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raising awareness of an iconic brand.

Kikkoman is the original and best soy sauce from Japan. With a core audience of 25 – 55 yr old 'foodies', our ongoing shopper marketing activity delivered via digital, press, leafleting, sampling and in-store campaigns is to raise awareness of this iconic brand in the UK by focusing on the genuine brand attributes rooted in taste delivery.

Over the past 5 years our digital shopper and promotional activity has regularly delivered between 7-9% response rates and led to a 10% growth in sales, as well as helping Kikkoman protect its uniquely premium position.

the expertise we've applied includes:

  • Shopper Marketing
  • Advertising
  • Loyalty
  • Build & Development
driving sales in the retail channel.

driving sales in the retail channel.

To drive sales, whilst maintaining the premium price point, Positive proposed an added value on-pack sales promotion where consumers could win a holiday to the home of Kikkoman Soy Sauce – Japan.

There were 25 holidays to be won along with 25,000 Kikkoman branded aprons. This multi channel promotion was supported with on pack neck collars, door drops with coupons, sampling activity, a campaign landing page, display advertising and social media content.

inspiring usage and building the brand through advertising.

Positive was briefed to promote extended usage of Kikkoman and showcase the product's versatility by demonstrating how the soy sauce can be used for different types of cuisine. Colourful, tasty recipes were created to feature in display advertising and press adverts with new food photography, and a bold tone of voice, inspiring customers to cook with Kikkoman. The ads were placed in key consumer and health networks such as Weight Watchers, Red, Good Food and Jamie.

inspiring usage and building the brand through advertising.
cooking up perfect partnerships.

cooking up perfect partnerships.

To further cement Kikkoman's premium positioning, we partnered Kikkoman with similarly premium brand Alessi, giving customers the chance to win Alessi kitchenware.

The promotion was featured on-pack with neck collars and was supported with press and display activity in foodie nertworks and supermarket titles and advertised with in store POS in the main mults.


growth in sales


response rates

on promotions


position of

no 1

premium soy

sauce in UK

"Positive have worked with Kikkoman for over 6 years and during that time they have produced excellent creative work as well as inspired sales promotions. They are a results driven agency which is very important to us."

Bing-yu Lee, General Manager, UK


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