Soy sauce brand Kikkoman is supporting the brand over the key Chinese New Year period with a new TV and online video campaign including a new creative.

Carrying the strapline “Food Loves Kikkoman”, the new commercial sees its sauce used in a wide range of foods from soups and salads to scrambled eggs and even a salted caramel sauce. This treatment follows the brand objective to remind consumers of Kikkoman’s versatility as an all-purpose seasoning as well as a dipping sauce.

The campaign is due to air from 15 January and will run for five weeks in 20- and 30-second formats across ITV, Channel 4 and Skymedia as well as VOD and online channels

Bing-Yu Lee, manager, Kikkoman UK, said “Following the success of previous campaigns we decided to go with an evolutionary creative treatment strengthening our positioning as the universal seasoning and an essential store cupboard ingredient.

“We’re launching our campaign early in the New Year when consumers are actively looking for fat-free sauces like Kikkoman to enhance the flavour of everyday foods. Our campaign firmly puts the spotlight on Kikkoman ahead of Chinese New Year which is an important date in our promotional calendar.”

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