Kikkoman: PR cooperation

/ A celebrity chef as the recipe for success.

The situation / 

Kikkoman wanted to increase its brand awareness, demonstrate its food competence and appeal to consumers who enjoy cooking.

The brief / 

To develop a strategy that would achieve all three of these aims and that could also be used for PR purposes.

zeron’s idea / 

We decided to find a successful chef we could work with on an across-the-board basis. And we found one: Thomas Krause, proprietor of Germany’s largest cooking school network. We signed a long-term partnership deal with Krause and his schools. We coordinate all the projects, from setting up sampling events at the cookery schools to press events and media collaborations, just to name a few. We also support all these activities with extensive trade and consumer press relations.

The result / 

Whatever people cook at Thomas Krause’s cookery school, Kikkoman Soy Sauce is used as a seasoning. He now even holds his own cooking courses with Kikkoman Naturally Brewed Soy Sauce.