SAN FRANCISCO -- Kikkoman here is marking the Chinese New Year this month with a heavy schedule of national magazine ads and in-store activities themed around the Chinese zodiac.
Sunday, Feb. 4, said Trish MacLeod, marketing manager for Kikkoman.
Kikkoman has provided retailers with 1,200 pagoda-style end-aisle displays that include oversized tear-off pads with posters of the Chinese zodiac characters. It also shipped over 1 million neck hangers with recipes and coupons for individual bottles of soy sauce.
The displays are designed to cross-promote other products associated with Chinese style cooking, such as rice, noodles, oil and seasoning mixes.