Lee Kum Kee promotes culinary excellence with new campaign

Lee Kum Kee (LKK) has unveiled a brand campaign for its new Supreme Soy Sauce, aiming to promote culinary excellence and celebrate home cooking moments.  

Available from April until May 2024, the eight-week campaign aims to establish Lee Kum Kee’s Supreme Soy Sauce as the epitome of premium soy sauce. It also aims to educate cooking enthusiasts on the importance of selecting high-quality soy sauce for their culinary endeavours.  

Done in collaboration with creative agency Hungry Digital, and media agency Wavemaker Hong Kong, the campaign targets individuals aged between 25 and 60 who take pleasure in cooking at home and value gourmet food. 

In terms of marketing strategies, a spokesperson from Lee Kum Kee said the brand recognised that every ingredient deserves to take centre stage, the campaign positions the Supreme Soy Sauce as the essential catalyst for "Mastering the Ultimate Taste" in all culinary creations. 

It hopes to educate the market by showcasing the possibilities of LKK Supreme Soy Sauce signature dishes. 

The campaign is amplified through terrestrial television channels and digital video platforms including free newspapers, out-of-home ads on bus bodies and posters at MTR stations; in-store displays on wobblers and shelf talkers.  

In-app mobile ads, YouTube Trueview Skippable and Bumber and Masthead, social media such as Facebook and Instagram are also leveraged. 

"We strive to encourage our customers to find joy in cooking and savouring great food moments at home. Our premium soy sauce product enhances the flavour of all food ingredients to the fullest. With this campaign, we are dedicated to reintroducing the significant role of home cooking in every household in Hong Kong," said Eric Lin, general manager, Hong Kong and Macau, Lee Kum Kee (Hong Kong). 

Meanwhile, Rudi Leung, founder and director, Hungry Digital, said: “During the post-COVID era, there was a rare positive outcome in which family members grew closer together and started to appreciate the pleasures of cooking, eating and socialising at home. As a well-known brand in most households' kitchens, Lee Kum Kee is in the perfect position to celebrate these moments.” 

Don't miss: Lee Kum Kee picks new creative agency for its HK sauce business

Hungry Digital was recently appointed by the brand to handle the creative duties for its sauce business in Hong Kong, following a competitive pitch in January 2024.  

Hungry Digital was chosen because the team demonstrated exceptional category or consumer insight and excellent creative craftsmanship.  

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