Getting to top of the table

Lee Kum Kee

BRAND CHALLENGE

Take a niche brand with low awareness in the UK market and expose them to a broader audience.

NEXUS MOMENT

Use Chinese New Year to leverage the brands authenticity and quality credentials. Lee Kum Kee has a raft of genuine fans in the chef community – we used the event to celebrate it’s Hong Kong roots working with chefs with Asian heritage but a UK presence and who had cooked with their sauces for years.

STRATEGY & STORYMAKING

Working with iconic chef Ken Hom, MasterChef winner Ping Coombes and London food scene star Sandia Chang of Bubbledogs, we created modern dishes that made Chinese food easy to cook and celebratory – fusing East with West. Stories of the chefs own personal Chinese New Year celebrations, upbringing and cooking tips brought the campaign to life.

ENGAGEMENT

37 items of coverage generated including in national mainstream titles MailOnline, Metro and Sunday Mirror

An audience of 9 million were reached with our messaging

Getting to top of the table

Lee Kum Kee

BRAND CHALLENGE

Take a niche brand with low awareness in the UK market and expose them to a broader audience.

NEXUS MOMENT

Use Chinese New Year to leverage the brands authenticity and quality credentials. Lee Kum Kee has a raft of genuine fans in the chef community – we used the event to celebrate it’s Hong Kong roots working with chefs with Asian heritage but a UK presence and who had cooked with their sauces for years.

STRATEGY & STORYMAKING

Working with iconic chef Ken Hom, MasterChef winner Ping Coombes and London food scene star Sandia Chang of Bubbledogs, we created modern dishes that made Chinese food easy to cook and celebratory – fusing East with West. Stories of the chefs own personal Chinese New Year celebrations, upbringing and cooking tips brought the campaign to life.