Lee Kum Kee concludes creative pitch for HK food business

Lee Kum Kee has handed the creative duties of its food business to Grey Hong Kong, following a competitive pitch in January 2024.   

The agency was chosen as the team has demonstrated its creative prowess and excellent craft with a bold, authentic and unique approach, Duffy Lau, general manager, Grey Hong Kong told MARKETING-INTERACTIVE.  

The appointment aims at building awareness and creating WOM captivation for the brand’s noodles since it is new to the category.  

The agency pitch also comes along with an audacious campaign for Lee Kum Kee Noodles. Breaking away from the norm of polished, picture-perfect food advertising, Grey and Lee Kum Kee have opted for a bold and authentic approach that encapsulates the brand's commitment to genuine flavours and delightful culinary experiences.  

For the launch of Lee Kum Kee noodles in a newly category-breaking style, Grey chose to spotlight an empty bowl, highlighting ultimate deliciousness and a genuine dining experience. This shifts the focus towards satisfying the consumer's appetite rather than bombarding them with excessive product features.  

The subtle traces of noodle soup provide a stark contrast to the typical images of overflowing dishes seen in most food advertisements. This unfiltered approach also reflects Lee Kum Kee's attitude of prioritising authenticity in their cuisines and their connection with consumers to drive repeated trials of Lee Kum Kee's exceptional cuisine.   

The campaign is amplified through social media posts by KOLs sharing photos of their empty bowls and finished noodles, accompanied by a caption, "Camera eats last!". This triggered a social phenomenon with members of the public also joining in to share their finished meals of Lee Kum Kee noodles.  

"We believe in the power of authenticity and are excited to see how this campaign resonates with consumers," said Eric Lin, general manager, Hong Kong & Macau, Lee Kum Kee (Hong Kong). 

"We are thrilled to continue our partnership with Lee Kum Kee and to have the opportunity to create such a unique and impactful campaign that not only celebrates tradition but also connects with the modern consumer," said Duffy Lau, general manager, Grey Hong Kong.   

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world!

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