The company supplies own-label sushi for Waitrose and Pret A Manger, but also sells products under the Taiko name.
Taiko has hired Nexus Communications to create Sushi Matsuri - 'matsuri' means festival - to celebrate sushi and Japanese cuisine and to raise awareness of the brand. The focus for the activity, which is Taiko Foods' first major promotional push for its branded business, will be on in-store sampling in major multiples, restaurant promotions, advertorial and PR.
The two-week festival, which begins on 1 February, will be backed by a range of sponsors including Hilton Hotels, and Japan Airlines.
According to Taiko Foods, the UK sushi market is worth £50m.