Lee Kum Kee appoints social media lead

Lee Kum Kee Group, the Hong Kong-based maker of condiments and sauces, has appointed Daylight Partnership to manage its Facebook presence, leading a push to innovate audience engagement and content creation.Daylight has been charged with transforming Lee Kum Kee’s presence on Facebook into a resource for engagement with its customers on all major continents.Founded in 1888, Lee Kum Kee Group provides more than 220 choices of sauces and condiments to over 100 countries.During the year long contract, Daylight will focus on creating video content to infographics and Instagram-ready photography.David Ko, managing director of Daylight Partnership, described Lee Kum Kee as a household name that carries deep sentimental value for lovers of Chinese cuisine.He added that it was "modern and hip enough" to remain relevant and connected to a younger generation."That is a tough balancing act that requires a constant re-examination of insights about its target audiences across generations and localities.”