Lee Kum Kee introduces mocktail drinks infused with iconic sauces

Lee Kum Kee has introduced a series of mocktail drinks infused with the brand's iconic sauces, including “oyster sauce lime cola (蠔檸樂)”, “salted plum sauce lemonade (蘇梅鹹檸七)” and “rice vinegar apple cider (氣泡蘋果米醋). 

This comes following the brand’s successful collaboration with Australian gelato brand “Messina” where they launched the market’s first-ever oyster sauce and soy sauce-flavoured gelato. 

This time, the brand continues to push the boundaries of delicious collaborations by partnering with the local beverage innovator, Tipsy Cat (醉貓仙), to craft three iconic Hong Kong-style mocktail drinks that highlight the versatility of its sauces.  

Available from 14 until 24 October, the mocktail drinks are exclusively launched in the second wave of Lee Kum Kee's “Yummy convenience store” in Metro Cityplaza Discovery.  

The campaign showcases the application of Lee Kum Kee’s sauces in a creative and delightful way and shows the ambition of the brand to expand from the sauce into the food segment. 

Targeting millennial and Gen Z families with children, the campaign aims to connect and build relevancy to the young generation, who cook less and find Lee Kum Kee less relevant. It also aims to promote Chinese culinary culture and make cooking easy and enjoyable. 
 
Done in partnership with creative agency Grey Hong Kong, media agency Wavemaker, PR agency Above The Line and operation agency Event Elite, the campaign is promoted via multiple channels, including digital out-of-home ads at bus shelters and MTR station in Tseung Kwan O. 
 
Out-of-home ads on digital panels and mega TV at Metro Cityplaza are leveraged, as well as locational based mobile ads, owned social media and micro-influencers. 
 
“Our collaboration with Tipsy Cat brings an exciting twist to our second wave of LKK ‘Yummy convenience store’, allowing visitors to enjoy innovative mocktails that showcase the delicious versatility of our sauces. It’s a perfect way to get a taste of our brand while enjoying the convenience of cooking with Lee Kum Kee.” said Eric Lin, general manager for Hong Kong, Macau, and Taiwan.

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