Staff Reporters
Jan 23, 2025

Lee Kum Kee launches first-ever global campaign in time for LNY

The maker of Asian sauces and seasonings partners with DDB Group Hong Kong to promote its brand on a global stage.

To celebrate Lunar New Year, a time when people worldwide gather to share traditional dishes, Hong Kong food company Lee Kum Kee has launched its first-ever global brand campaign in its 137-year history.
 
The brand film, titled 'Flavours That Bind', aims to capture the universal themes of togetherness, tradition, and shared culinary experiences that define Lunar New Year. It features families and friends gathering around tables, reminiscing about cherished memories while creating new ones. Ultimately, the film seeks to remind us that Lee Kum Kee sauces may seem like the glue holding these momentous meals together. 
 
 
The film was created in partnership with DDB Group Hong Kong and is backed by the brand’s largest-ever media investment. It will be featured across outdoor landmarks like digital billboards in New York’s Times Square, London’s Outernet, Shanghai top department store, and Hong Kong International Airport—plus online and across social media.
 
Doreen Cheng, chief marketing officer of Lee Kum Kee Sauce, said, “With our new brand campaign launch, Lee Kum Kee celebrates its evolution as a global gateway to Asian culinary culture, showcasing the diversity and richness of Asian flavors on a worldwide stage."
 
Adrian Ts’o, chief strategy officer at DDB Group Hong Kong, added, “It’s not every day you get the chance to take a home-grown Hong Kong brand global. This is exactly the kind of work we aspire to do more of. Our city has so much to offer, and it’s an exciting new era for Lee Kum Kee. We can’t wait to showcase this phenomenal brand to audiences everywhere.”
 
Campaign's take: We think it’s great that Lee Kum Kee—an iconic brand in its own right—decided to launch its first-ever global campaign to coincide with Lunar New Year. But aside from the excellent timing, the ideation and writing in the brand film runs cliché—what with the stilted writing and the crescendoed music. Themes such as tradition, nostalgia, and togetherness are a given in a festive campaign, but perhaps a fresher approach could have made them pop a little more. 
 
CREDITS
 
Client: Lee Kum Kee
CEO: Jet Jing
Chief Marketing Officer: Doreen Cheng
 
Agency: DDB Group Hong Kong
CEO: Andreas Krasser
Chief Strategy Officer: Adrian Ts’o
Business Director: Jodi Chik
Regional Executive Creative Director: Alejandro Canciobello
Creative Director: Ismael Crespo
Multimedia Art Director: Christy Wong
Senior English Copywriter: Ernest Tsang 
Junior Art Director: Nadya Siaren
Junior Art Director: Mandi Zhuo
Senior Account Manager: Kaylee Poon
Senior Account Executive: Mavis Kong
 
Production: The Sweetshop
Director: Jared Daperis
Executive Producer: Jenny Crabb
Producer: Augustine (Auggie) Frenades
Assistant Director: Lester Lee
DOP: Tom Black
Art Director: Anthony Chan
 
PR: FleishmanHillard
Content Marketing: Cedar HK
Media: Havas Hong Kong

 

Source:
Campaign Asia

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