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Kikkoman to launch sauce campaign

Tuesday April 21st 2009

Kikkoman Soy Sauce has appointed creative agency Positive Thinking to devise a press campaign, with the aim of highlighting the brand's versatility and increasing sales to 'foodie' customers.

The campaign will appeal to health-conscious cooks by emphasising the natural brewing proces

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s used to make the sauce, which has a 300 year heritage.

The campaign will launch in July and run through to the end of the year with target press including BBC Good Food, Olive magazine and national press food supplements.

"Positive Thinking demonstrated a clear understanding of our business and brand. This is a key campaign for us," says Kikkoman Soy Sauce sales and marketing manager Ben Briody.

"We will be capitalising on the fact that people that use Kikkoman are typically interested in foods that are more adventurous and usually have a complementary interest in travelling to South East Asia or equally exotic destinations," says Positive Thinking planning director Paul Godwin.