Ad Nut
Dec 15, 2016

Lee Kum Kee promotes big taste using tiny food

With TBWA Hong Kong, the brand jumps on the kawaii cooking trend for a global campaign.

This campaign, phase two of an effort that launched last year (see Lee Kum Kee launches uncompromising global campaign), kicked off on digital and social media in 17 markets starting in Canada and Australia in mid-2016. In New Zealand, Japan, Korea, Singapore, Malaysia, the Philippines, Vietnam, Hong Kong, China, Taiwan, the United States and Europe, the campaign began in the the third quarter of 2016 and is running until the end of the year.

Ad Nut doesn't really get the whole kawaii cooking craze; what you call "miniature" food is just everyday portion size in Ad Nut's kitchen. But it is fairly impressive that humans can manage to make small dishes with their weird, giant hands. 


Executive Creative Director: Esther Wong
Creative Team: So So, Charlene Tsang, Ronald Cheng
Head of Strategy: Terence Ling
Senior Strategist: Rochelle Wang
Business Director: Pauline Wong
Account Servicing Team:  Pergee Lam, Jacqueline Yu, Natalie Lau
Director of Social: Karen Cheng
Social Team: Dragon Zhang, Melody Ip

Ad NutAd Nut is a surprisingly literate woodland creature that for some unknown reason has an unhealthy obsession with advertising. Ad Nut gathers ads from all over the world and presents them for your viewing pleasure. Because Ad Nut loves you.

Need more ads? Visit Ad Nut's colleagues: Campaign UK | Campaign US | Campaign India | Campaign Turkey | Campaign Middle East



Related Articles

Just Published

2 hours ago

All of STB’s multi-faceted marketing initiatives so far

Perhaps no government department in the region has been as aggressive with its marketing than the Singapore Tourism Board, whose domestic tourism push has kicked into high gear in the last few weeks.

3 hours ago

Beautiful swan conveys an ugly truth about plastic ...

The Works used 10,000 plastic bottles to build the 5-meter-tall sculpture to draw attention to the launch of a recycling program.

3 hours ago

Shopee launches partner program for five media agencies

Shopee to provide training and technical support to five major media agencies in hopes of "elevating the standards" of ecommerce marketing in the long-term.

4 hours ago

TikTok spotlights Australia's creators in major ...

Several Aussies who have built big followings feature in the 'It starts on TikTok' campaign, by brand-experience agency Akcelo.