Lee Kum Kee spills family favourite recipes in CNY campaign

Lee Kum Kee is bringing tradition and innovation together in its latest Chinese New Year (CNY) campaign. Titled "A warm reunion to savour generations of flavours", the campaign aims to connect families through the joy of food as well as to showcase the brand's sauces as an integral part of CNY celebrations. The campaign was created in collaboration with Mashwire. 

At the heart of the campaign, is a strategy to deepen the sauce brand's association with CNY traditions while driving top-of-mind awareness in the oyster and soy sauce categories. The campaign blends innovation and heritage through the use of emotional storytelling, leveraging digital activations and consumer engagement to amplify brand relevance during the festive season. 

Kicking off the campaign are fake out of home (FOOH) ads set against the backdrop of Chinatown, a key hub for CNY preparations. In one video, the brand's oyster sauce bottle and a can of abalone drops down from the sky. Veggies, abalone and oyster sauce are then being tossed in a bowl to showcase how the two products make the perfect CNY meal. The activation highlights the bustling atmosphere where families traditionally source ingredients for their reunion feasts, according to a statement seen by MARKETING-INTERACTIVE.

Don't miss: Apple's CNY shot on iPhone 16 film is a nostalgic, dreamlike musical

In addition, the video features an AI-generated jingle. The jingle aims to immerse audiences in the sights and sounds of a festive feast and emphasise the ability of Lee Kum Kee's sauces to transform every dish into a celebration of taste and tradition. To foster consumer engagement, consumers are encouraged to watch the reels, guess special ingredients and share their responses. Five lucky users can stand a chance to win a can of Lee Kum Kee's abalone in premium oyster sauce. 

Furthermore, the brand has partnered with Mediacorp celebrities Kym Ng, Guo Liang and Kun Hua to share personal emotional stories of their cherished family recipes. The narratives highlight how Lee Kum Kee's sauces play an integral role in recreating treasured flavours that have been passed down through generations. The partnership aims to bring consumers closer to the brand by focusing on family bonds and the shared joy of preparing meaningful meals together. 

To engage families further, the campaign has also introduced exclusive CNY-themed card games as gifts-with-purchase. This adds an element of fun and interaction through family reunions. 

"Lee Kum Kee's CNY campaign is more than just a festive initiative; it's a movement to elevate the cooking experience while honoring cultural heritage," said Lee Kum Kee.

"The brand's ambition to become the top-of-mind choice for both oyster and soy sauce categories by 2025 is supported by this campaign, which drives awareness of its premium sauces and limited-edition abalone products, inspiring home cooks and families to celebrate traditions with unparalleled flavours," it added. 

This is just one of the many creative ways Lee Kum Kee highlights its beloved sauces. In October last year, the brand introduced a series of mocktail drinks infused with its sauces including oyster sauce lime cola, salted plum sauce lemonade and rice vinegar apple cider. The mocktails were created in collaboration with Tipsy Cat and were launched at a "Yummy convenience store" pop-up in Metro Cityplaza Discovery in Hong Kong. 

Targeting millennial and Gen Z families with children, the campaign aimed to connect and build relevancy to the young generation, who cook less and find Lee Kum Kee less relevant. It also aimed to promote Chinese culinary culture and make cooking easy and enjoyable. 

Related articles:  
foodpanda hosts neighbourhood-wide party in Tampines to celebrate CNY  
Geneco grows familial bonds with tree planting initiative this CNY 
Lee Kum Kee introduces mocktail drinks infused with iconic sauces