Kikkoman has fired up for BBQ season

Soy sauce brand kicks off new summer promotion

Leading soy sauce brand Kikkoman is out to help consumers to fire up the barbecue this summer with its new promotion ‘Fire Up the Umami’.

LEADING soy sauce brand Kikkoman has kicked off a new programme of support to drive up sales during the summer months with its ‘Fire Up the Umami’ campaign.

The marketing support will see a dedicated BBQ themed neck hanger with the campaign’s tagline ‘Fire Up the Umami’, named after the savoury flavour profile commonly associated with soy sauce.

The promotion will be seen on over 1million bottles of Kikkoman products and will carry a number of BBQ inspired recipes including for meat, fish, vegetables which will feature the brand’s core range: Kikkoman Naturally Brewed Soy Sauces and Teriyaki Marinade and Sauces.

This includes the 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 marketing investment includes a high-profile digital BBQ seasonal recipe campaign which will aim to target consumers interested in BBQ dishes specifically.

Supporting this neck hanger as well, the promotion will also offer a 25% price off deal across the entire range which will be carried in major retailers across May and June.

Bing-yu Lee, Kikkoman UK general manager, 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.”