Case study
Lee Kum Kee
Project Overview
Lee Kum Kee, a globally recognised brand in the Asian sauces and condiments sector, is trusted by Michelin-starred restaurants and chefs around the world. Having collaborated with them for many years on various campaigns, social media strategies and advertising, they approached us to create a new campaign to launch their chilli sauce range in the European market. The project focused on targeting both online and out-of-home (OOH) advertising to enhance its appeal to Western audiences.
Strategy
A key objective of this campaign was to enhance Lee Kum Kee’s appeal within the European market, a region where engagement has traditionally been challenging despite the brand’s significant international presence. We worked closely with their in-house team to redefine Lee Kum Kee’s positioning within the sector, shifting the focus towards convenience and presenting the range as an ‘Asian’ sauce collection rather than being solely ‘Chinese’. This repositioning highlighted how the sauces could elevate familiar Western dishes with an Asian twist.
Our primary emphasis was on the convenience of these sauces. Lee Kum Kee had identified that while their existing product range was easy to use, it often required more steps to achieve an authentic Asian flavour. In response, this new range was developed as a tabletop condiment, ideal for dipping or drizzling into dishes to provide a quick, flavourful addition to everyday meals.
A standout feature Lee Kum Kee aimed to promote was their ‘shake to wake’ concept. This further pushed the convenience of the range and emphasised the natural separation of their sauces, which served as a testament to their high-quality, natural ingredients.
Execution
The campaign’s identity was centred around the ‘shake to wake’ concept, using typography to convey the motion, energy, and playful spirit that cooking can inspire. A combination of text styles and dynamic motion was employed to capture this message, all while maintaining legibility to ensure it remained consumer-friendly.
The imagery featured close-ups of popular food dishes, particularly Western favourites, with generous servings of the sauces, creating vibrant and appetising visuals.
To meet time constraints while maintaining consistent quality, we utilised 3D renders. Combined with the typography and imagery, this approach resulted in a fun, energetic, and eye-catching campaign. Through motion graphics and OOH advertising, we successfully introduced Lee Kum Kee’s new chilli sauces as versatile additions, capable of transforming everyday dishes into flavourful meals with just a quick shake and splash — perfect for everyone to enjoy.
