Brand challenge.
Take a niche brand with low awareness in the UK market and expose it to a broader audience.
Nexus Moment.
Use Chinese New Year to leverage the brand’s authenticity and quality credentials. We used the event to celebrate Lee Kum Kee’s Hong Kong roots working with chefs with Asian heritage but a UK presence who had cooked with their sauces and been fans for years.
Strategy & Storymaking.
Partnering 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 chef’s own personal Chinese New Year celebrations, upbringing and cooking tips brought the campaign to life.