Lee Kum Kee picks new creative agency for its HK sauce business

Lee Kum Kee has appointed local agency Hungry Digital to handle the creative duties for its sauce business in Hong Kong, following a competitive pitch in January 2024.  

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Lee Kum Kee said Hungry Digital was chosen because the team demonstrated exceptional category or consumer insight and excellent creative craftsmanship.  

The agency has been appointed as a long-term partner for the brand’s sauce business, not just for a one-off project.  

Eric Lin, general manager, Hong Kong & Macau, Lee Kum Kee (Hong Kong): "With a history of over 130 years, Lee Kum Kee has become a household name in most families' kitchens in Hong Kong and many other overseas countries.” 

“Even though we are a market leader, we still see an opportunity to grow with our customers as we witness changes in home cooking behaviour after the pandemic. It is the perfect timing to elevate brand love and enhance awareness in the market," he added. 

Meanwhile, Rudi Leung, founder and director, Hungry Digital said: "We are grateful for the opportunity to work with Lee Kum Kee. Despite being a young team, we share a common passion for cooking and have honed our skills while working from home over the last couple of years. This has allowed us to develop ideas backed by real consumer insights."  

Back in August last year, Lee Kum Kee partnered with K11 Art Mall to bring Hong Kong's first Chili Experience Exhibition, "K11 Spicy Summer", for customers to immerse themselves in a fiery celebration of spicy culture and push their taste buds to the limit.

From an IG-able giant chilli oil photo booth to the Spicy Level Challenge, the partnership created an exhibition that caters to Gen Z's adventurous spirit and love for bold flavours. The initiative took visitors on a spicy adventure through six speciality zones, including the world's spiciest chilli, Pepper X.

Lee Kum Kee was established in 1888 when its founder Lee Kum Sheung invented oyster sauce in Nanshui, Zhuhai, Guangdong Province of China.

Substantiating the core values of “Pragmatism”, “Integrity”, “Constant Entrepreneurship”, “Si Li Ji Ren” (Considering Others’ Interests), “Benefitting the Community” and “Sharing Fruits of Success” in every aspect of its business operations, Lee Kum Kee has straddled three centuries. Headquartered in Hong Kong, the brand has other production bases in Xinhui, Huangpu and Jining, China; Los Angeles, the United States and Kuala Lumpur, Malaysia.

Related articles:

Lee Kum Kee uses comedy to sell sauce
Lee Kum Kee markets the new Mahsuri sauce