Lee Kum Kee helps busy families enjoy cooking again

Lee Kum Kee is relaunching its menu-oriented sauce (快趣煮醬料包) (MOS) range alongside its refreshed FunCook (快趣煮) app platform, with a campaign to make home cooking easier, faster and more rewarding for busy Hong Kong households.

Available until 24 July, the campaign is under the tagline “Genuinely convenient. Genuinely tasty.” (真心方便 真心好味), done in collaboration with creative agency Hungry Digital and media agency Wavemaker. 

Lee Kum Kee believes that as convenience increasingly shapes how people eat, more families are cooking less often. The challenge isn’t just to promote another sauce pack, but to reposition the MOS range as a practical reason to cook again, especially when time is tight, confidence is low, and family members want different things.

Therefore, the campaign aims to drive awareness and trial of the revamped MOS range, position it as an everyday helper for quick, varied home meals, and strengthen the FunCook app as a source of inspiration and guidance for modern home cooks.

The creative idea celebrates the honest inner voice of Hong Kong home cooks - what Cantonese speakers would call 真心話: funny, slightly sarcastic, but deeply loving. A 30-second online video dramatises the daily pressure of cooking for a family with humour, speed, and appeal to the appetite. In the hero film, a young mum is relaxing on the sofa when her phone suddenly lights up with dinner requests. Everyone wants a specific dish. One wants this. Another wants that. Dinner has not even started, but the pressure is already on. Outwardly, she smiles. Internally, her honest inner voice begins.

With the help of the FunCook app and Lee Kum Kee MOS, she turns the chaos into a table full of delicious dishes. The family is amazed. The pressure becomes pleasure. And the product message lands naturally: Lee Kum Kee MOS - Genuinely convenient. Genuinely tasty.

The “honest inner voice” idea has extended into high-frequency daily environments, including bus bodies, bus seat-back stickers, MTR four-sheet, site domination magnet wall, and digital out-of-home (DOOH). Executions feature the campaign key visual, the product range, and relatable inner-monologue lines from Hong Kong home cooks.

Digital banners also demonstrate how Lee Kum Kee MOS can solve different cooking challenges across everyday household situations. Each execution turns a familiar mealtime request into a quick, appetising solution, reinforcing that whatever the cooking problem, MOS helps make dinner easier to handle. The campaign will run across ViuTV Digital, YouTube, Programmatic Connected TV and DV360 digital banners.

Social and in-store materials also extend the "honest inner voice" platform, with content including hero video, product posts, trial offers, and interactive kitchen confessions, while POSM features family meal requests on the front, the cook's honest response on the back, and a QR code to scan, learn, buy and cook.

Jenmei Tam, associate marketing director - retail, Lee Kum Kee Hong Kong, said: “Home cooking today is no longer just about recipes. It is about time, pressure, family expectations, and the emotional reward of seeing people enjoy what you have made. At Lee Kum Kee, we understand that modern Hong Kong families want meals that are convenient, reliable and full of flavour. Through the refreshed MOS product line and the FunCook app, we hope to make home cooking feel more accessible again - helping every home cook prepare dishes with confidence, speed and genuine enjoyment."

Rudi Leung, founder and director, Hungry Digital, said: “We wanted to capture the honest inner voice of Hong Kong home cooks in a way that feels relatable, humorous and full of warmth, while showing how Lee Kum Kee MOS helps make everyday cooking easier."

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The FunCook app was launched back in February last year, designed to create a fresh digital customer journey that resonates with today’s audience. The brand took a practical approach by adapting to new habits and designing fun challenges and rewards. On the creative side, the app focuses on sparking emotions and making cooking feel like an enjoyable occasion. 

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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