Lee Kum Kee repositions classic premium oyster sauce as 'magic sauce'

Lee Kum Kee has launched a revitalisation campaign to reestablish classic premium oyster sauce as “magic sauce” — a simple, all-in-one solution that elevates home cooking effortlessly.

As a classical sauce brand, Lee Kum Kee has become a kitchen essential across generations since it revolutionised Chinese cuisine with the invention of oyster sauce in 1888. However, as food trends evolve, many younger home cooks and working adults see oyster sauce as just a stir-fry ingredient rather than a multi-purpose flavour enhancer used at every step of cooking.

To bridge this gap, Lee Kum Kee has launched the “magic sauce”, an all-in-one solution that allows people to create restaurant-quality meals at home with just one bottle, whether it’s for marinating, stir-frying, seasoning, or finishing touches. The campaign runs from March until May 2025.

Done in partnership with media agency Wavemaker Hong Kong and creative agency Hungry Digital, the campaign targets inspiring, passionate home cooks aged between 25 and 45 who look for simple yet sophisticated flavour solutions to easily elevate their dishes.

The campaign has leveraged a 360-degree integrated marketing strategy to reposition oyster sauce as the essential all-purpose sauce that enhances every aspect of home cooking. For media placements targeting commuters, the message is themed around "Get home, cook fast—One bottle does it all!" to highlight its convenience and ease of use. 

Apart from the 30-second and 15-second TV commercials and online video ads, the campaign is amplified via out-of-home ads at MTR stations, bus bodies and seatback stickers. Recipe content on social media and collaboration with foodie influencers are also leveraged.

Eric Lin, general managerof Hong Kong, Macau & Taiwan, Lee Kum Kee, said: “Oyster Sauce is more than just a product — it’s the foundation of our brand’s legacy. More than 100 years ago, it transformed Lee Kum Kee into a household name, and today, we are proud to reintroduce this culinary icon to a new generation. This campaign is about rediscovering what makes the Classic Premium Oyster Sauce so special and showcasing the hidden depths of flavour that people may have overlooked."

“Many of us have been using Oyster Sauce without truly appreciating its magic. Through this campaign, we had the privilege of rediscovering its possibilities — just like our audience will. Thank you to our clients at Lee Kum Kee for not just briefing us but inspiring us to create a campaign that celebrates the vibrancy, history, and limitless creativity behind this sauce,” said Rudi Leung, founder of Hungry Digital.

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