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.

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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.

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