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



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