CASE STUDY

SATURDAY KITCHEN - BBC1

THE CHALLENGE - BE SEEN

Kikkoman identified a need to change the perception of soy sauce from that of a condiment limited to use only with specialist foods to a useful ingredient in all types of cooking.

To achieve this, 1st Place would promote the iconic Kikkoman brand to be seen as part of everyday life in the popular soaps, family dramas and comedies appealing to a broader C1, C2 demographic, raising product visibility through product placement.

A secondary challenge was to show TV chefs using Kikkoman instead of competing brands.

THE RESULTS

Our placement activity resulted in Kikkoman being seen by over a billion potential consumers watching popular TV shows including:

Coronation Street
Celebrity Masterchef
Daily Cooks
Doc Martin
Doctors
Emmerdale
Hollyoaks
Kingdom
Make Me a Supermodel
Masterchef
Mistresses
Outnumbered
Saturday Kitchen
The Restaurant
The Street