PepsiCo rolls out first UK ad campaign for rice cracker brand

PepsiCo rice cracker brand, Sakata, is marking its first UK ad campaign with a poll on Facebook to suggest the pronunciation of its name, as it looks to drive awareness among young health-conscious women.

/k/l/c/SakataPepsico.jpg

The campaign, which launches today, lets Facebook fans choose from a series of pronunciations suggested by both the brand and other participants.

The pronunciation with the most Facebook Likes will be used in all future advertising and marketing for Sakata in the UK.

No additional marketing activity will accompany the competition as the rice cracker brand hopes to leverage its presence on Facebook and Twitter to build a dedicated following among females aged 25-44 years old.

Annika Meeks, marketing manager at Sakata, says the campaign has been developed to address variations in the way people have been pronouncing the brand’s name since it launched in the UK last year.

PepsiCo, which acquired Sakata in 2005, ran a pilot launch for the rice cracker range last October in retail outlets Waitrose and Ocado, with a view to driving wider UK distribution over the next year.

Speaking at the time of the launch Meeks said: “With top sports professionals creating mass awareness of the health benefits of gluten-free diets, there couldn’t be a better time to introduce a compelling gluten-free product to the UK.”

The campaign was developed by 3-Monkeys.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here