Successful Without a Pitch: Mediaplus Wins European Kikkoman Account

Jun. 27, 2024

More spice for more impact: Kikkoman, the Japanese world market leader in soy sauce, marinades, rice vinegar and more, brings that extra KIKK to authentic Asian cuisine. The entire media strategy, planning, buying and distribution of the European brand campaigns on TV has been in the hands of the Mediaplus Group since April. In a direct award, the agency won Kikkoman's media account in a total of nine countries: France, Italy, Spain, the Netherlands, Sweden, Norway, Poland, Switzerland and Austria. The campaigns will be managed centrally from the House of Communication in Munich in close cooperation with local experts at the individual Mediaplus locations.

Malgorzata Popielska, Senior Manager Sales and Marketing at Kikkoman said:

“We were immediately impressed by Mediaplus’ international know-how. The local expertise across Europe with a central contact person in Munich is exactly the agency set-up we were looking for. As Develey markets Kikkoman in Germany and Mediaplus already successfully supports the Munich-based company, the decision was easy for us. We are very much looking forward to working together."

The European account is in the mid seven-figure range. The first joint campaign will be launched this winter. Its aim is to increase brand awareness and campaign efficiency to drive visibility and sales in the European market. Future TV campaigns will focus on the brand strategy of positioning Kikkoman soy sauces as THE spice in every kitchen.  

Marina Sperling, Managing Director at Mediaplus explained:

"Kikkoman stands not only for sauces, but also for the taste of umami. We are therefore delighted to promote the wide range of products on European TV. Together with our local Mediaplus experts, we will increase the effectiveness of the campaign with a new, tailored and country-specific strategy to ensure that Kikkoman remains the leader in the ever-growing sauces and seasonings market."