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.”
