The Kikkoman 'Fire Up the Umami' Campaign Encourages Creativity
Michael Hemsworth — April 26, 2024 — Lifestyle
References: kikkoman & talkingretail
The Kikkoman 'Fire Up the Umami' campaign is being run by the brand in the UK to remind consumers of the product's versatility when it comes to preparing a premium meal on the barbecue this summer. The campaign will feature the brand's signature soy sauce paired with neck hanger tags that are packed with barbecue-inspired recipes for meats, fish and vegetables alike. The recipes make use of the brand's Naturally Brewed Soy Sauces and Teriyaki Marinade and Sauces.
UK General Manager Bing-yu Lee commented on the Kikkoman 'Fire Up the Umami' campaign saying, "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.”
UK General Manager Bing-yu Lee commented on the Kikkoman 'Fire Up the Umami' campaign saying, "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.”
Trend Themes
1. Barbecue-inspired Recipe Campaigns - Exploring the fusion of barbecue flavors with traditional recipes opens up new culinary possibilities.
2. Versatile Soy Sauce Promotions - Highlighting the diverse uses of soy sauce in meal preparation can inspire innovative culinary creations.
3. Digital Loyalty Rewards Programs - Leveraging digital platforms to incentivize and reward consumer loyalty can enhance brand engagement and retention.
Industry Implications
1. Food and Beverage - Innovating in the food and beverage industry through creative recipe collaborations and versatile product promotions can capture consumer interest.
2. Marketing and Advertising - Adopting digital loyalty programs to engage consumers and provide value-added content can drive customer loyalty and brand advocacy.
3. Retail and Consumer Goods - Implementing price promotions and innovative packaging strategies can attract and retain customers during economic challenges.
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