ABOUT

Summary
Kikkoman is the world soy sauce market leader, with a history of excellence that dates back to the 17th Century. Today the company operates on a global scale and brews more than 400 million litres of premium soy sauce every year. We were commissioned by food specialists, FML Public Relations to collaborate on a new Kikkoman website for the UK market.

Problem
The existing Kikkoman UK site was past its sell by date. It was unresponsive and visually unengaging. Over time, it had also become disorganised and difficult to navigate. Our challenge was to counter these existing issues while keeping an incredible recipe library at the heart of the site. In addition we needed to deliver more appealing and relevant content that would support the brand’s premium position and pricing.

Approach
Making inspiration easy to find – Most cooks and chefs don’t have a desktop computer in the kitchen, so we completely re-engineered the core recipe library. Our mobile-first UX now makes the delivery of delicious Kikkoman dishes an easy, everyday reality.

Searching the world for stories – We delved into the history of the brand and its naturally simple brewing process to build mouthwatering narratives around ‘A Tradition of Excellence’ and ‘Sensational Quality’.

Making a PR masterpiece – Previously hidden in a sub-menu, we gave The Kikkoman Masters, a major national professional cooking competition, the prominence it deserved.

Result
45% – Compared to the previous year the new website has attracted 45.85% more visitors.

237,340 – In just over seven months the new site recorded nearly a quarter of a million page views, an increase of over 40% on the previous year.